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Bestmed teams up with FCB Joburg to create its first-ever TVC

Bestmed, the biggest self-administered and fourth-largest medical scheme in South Africa, recently launched its first-ever TVC in collaboration with FCB Joburg. The TVC campaign, named 'People are different', ties in with the brand promise of 'Personally Yours', which explores Bestmed's tailored offering to its members across all medical aid plans.
For years, Bestmed has relied on radio and out-of-home for its reach. This resulted in the brand being well known despite many consumers not knowing that it is indeed a medical aid. With these insights, the brand sought to increase both brand awareness and reach by working closely with FCB Joburg to co-create a TVC that not only informed people on a mass scale, but it also captured its brand promise of 'Personally Yours'.

In developing the TVC, FCB Joburg leaned on the brand promise to highlight the unique offerings by Bestmed – rewriting a longstanding formula of medical aid ads, by focusing on what 'Personally Yours' entailed at the core. This allowed the campaign creative to draw from the quirky, funny and warm aspects of humanity whilst focusing on small preferences people have to create conversation and engagement – highlighting that Bestmed sees and understands people for who they are.

“It was fascinating to be part of the curation and the level of detail. Every second of the ad was carefully considered and hand-picked from hours’ worth of recording. Bestmed was involved every step of the way and because of that, there was an intimacy with the end product. The commercial was our baby and we were proud in the purest sense to show it off. There’s a saying: ‘How do you know that someone is a grandparent? Don’t worry, they’ll tell you.’,” says Denelle Morais, manager: marketing and communications for Bestmed Medical Scheme.

The TVC is 30 seconds with a digital cutdown of 10 and 15 seconds, and was written by copywriter Oarabile Mahole, with creative director Robyn Nahman and art director Sean Harrison. The ad can be viewed on this link.

“With the creation of this TVC, we delved deeper into unpacking Bestmed’s philosophy creatively – working alongside client to ensure that their first-ever television ad captured what they envisioned for their service offering. This has been a labour of love and we appreciate the opportunity to have helped in curating their first-ever television commercial,” said Thithi Nteta, deputy manager director at FCB Joburg.

Bestmed also received the highest rating for the second consecutive year in the South African Customer Satisfaction Index (SA-csi) for 2021, on overall quality, perceived value, overall customer service index, and customer loyalty in the medical aid industry. This is testament to Bestmed’s understanding of its members’ needs by offering a wide range of products that are truly centred around a human-centric level of service.

Nahana Communications Group
Nahana Communications Group is a collective of leading specialist agencies that provide solutions across the marketing ecosystem, engaging with clients early, intelligently and collaboratively, to tackle the business problem, not just the creative task.

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