Medibank, one of Australia’s leading private health insurers, has more than 40 years experience delivering better health to Australians. They also provide a range of health services in Australia including mental health support, preventative and better-integrated primary care and after-hours health support.
Insurance is a highly competitive industry, with dozens of big-name brands battling it out for consumer attention on TV and online. On the lookout for new ways to educate and enrol customers, Medibank recognized an opportunity to get off screens and connect with people in the real world via a branded pop-up.
Through Brandcrush, Medibank booked a two-day pop-up activation in busy Sunbury Square Shopping Centre. They set-up a vibrant display with table, bright red decorations and a balloon tree to capture the attention of shoppers as they went about their business. The brand also offered free gifts to entice consumers.
The pop-up activation was a great success, connecting Medibank with 40,000 people for just $0.009 per reach. With the Medibank team on-site to run the activation, customers had the opportunity to speak with the brand face-to-face, ask questions, and get personalised, specific information. This not only led to great brand awareness and education but generated significant on-the-spot sign-ups.