The campaign was recognised in the new AI-related categories, receiving a Silver Award for AI-Driven Creative Excellence and a Bronze Award for Innovative Use of AI in Advertising, aiming to further cement the role of artificial intelligence as a transformative force in modern marketing and customer engagement, says Adclick.

According to Adlick Africa, the following awards received at the SMARTIES Awards were a Silver Award for AI-Driven Creative Excellence, and a Bronze Award for Innovative Use of AI in Advertising.

Transforming Healthcare Marketing Through AI

Developed in partnership with Agile Alternative Business Solutions for Bonitas Medical Fund, the 'Doctor B' concept aimed to reimagine how consumers engage with healthcare information and medical aid products. Rather than relying on traditional static advertising and lead generation journeys, the campaign introduced an AI-powered assistant capable of delivering personalised, conversational guidance throughout the customer journey, says Adclick.

'Doctor B' was designed with the aim to simplify complex medical aid decisions by providing relevant information in an accessible, engaging and human-centred format. By embedding AI directly into the marketing and customer experience ecosystem, Adclick Africa aims to create meaningful engagement at scale while improving lead quality and overall campaign performance. The campaign generated over 100 000 qualified leads, while reducing cost per lead (CPL) by over 5% and consistently outperforming industry benchmarks, says Adclick.

Beyond lead generation, 'Doctor B' evolved into a full-funnel communication platform aimed at supporting customer education, product awareness, conversion optimisation and real-time market responsiveness, adds Adclick.

Recognition for Innovation and Creative Excellence

"These awards demonstrate what becomes possible when creativity, technology and customer needs are aligned," said Velly Bosega, Chief Executive Officer of Adclick Africa.

"'Doctor B' challenged traditional healthcare marketing by creating a conversational AI experience that empowered consumers with relevant information while delivering measurable business outcomes. We are incredibly proud of the work achieved alongside Agile Alternative Business Solutions and Bonitas Medical Fund, and honoured to have that innovation recognised by the MMA SMARTIES Awards," adds Bosega.

The recognition aims to highlight a growing shift within the marketing industry, where artificial intelligence is no longer confined to behind-the-scenes campaign optimisation but is increasingly becoming a customer-facing experience that enhances engagement, personalisation and conversion, says Adclick.

A New Benchmark for AI-Powered Customer Engagement

'Doctor B' aims to demonstrate how brands can leverage artificial intelligence to create scalable, always-on customer experiences without sacrificing relevance or authenticity. By combining strategic media planning, creative innovation and AI-powered engagement, the campaign aimed to deliver tangible business impact while improving the customer journey, says Adclick.

For Bonitas Medical Fund, the initiative aims to reinforce its position as a forward-thinking healthcare provider committed to making healthcare information more accessible and easier to understand for South Africans, concludes Adclick.

For more information, visit www.adclickafrica.com. You can also follow Adclick Africa on Facebook, LinkedIn, or on X.

*Image courtesy of contributor