Insight:
The campaign objective was to develop an integrated campaign to support their tactical promotions to drive membership recruitment for SIM membership. Research shows that the different types of memberships were not clearly understood by members of the public and thus they were not able to directly associate with the benefits of each membership.

Ideas:
The creative and messaging approach used was to communicate the direct benefits of the membership using a testimony approach by related to each specific target audience. Each category of membership is directly targeted to its specific segment and these benefits are highlighted within the ad to show the relevance of the membership. As one of the key benefits is networking, the headline is cleverly manipulated to reflect “Me” and “We” showing the opportunities found in this inclusive membership.
Besides print and online ads, a series of advertorials were also run in TODAY providing a deeper depth covering stories on how members have benefitted from the SIM membership.

Impact:
The new campaign has seen a marked improvement in awareness and the client has seen a significant increase in enquiries via phone and email. Membership recruitment has also improved from the previous year.