Medibank launches 'category-challenging' campaign

19 February 2018

Advertiser: Medibank
Creative Agency: TBWA Sydney

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Medibank in questioning the value of health insurance in its latest campaign from TBWA.

Medibank has today launched a new brand platform, challenging the notion of what ‘better’ really means when it comes to health and health insurance.

To capture Australians’ varying opinions, Medibank has created the ‘Medibank 100’ – involving ongoing conversations with a group of people from all walks of life, from those who swear by their health insurance, to those who don’t want it.

The campaign, by TBWA Sydney, sees people share their unscripted opinions and challenge what 'better health' means to them in 2018 and the value of health insurance.

The aim is to ultimately empower Australians to discover whether or not health insurance is better for their individual health needs.

The campaign page also houses a range of supporting content which explains how the public and private systems differ for various conditions and procedures, as well as the benefits and considerations around the options.

Medibank chief customer officer David Koczkar says the campaign acknowledges that health insurance isn't right for everyone.

"While the private system does provide that extra level of choice and control, we understand that people may be considering whether health insurance is right for them and their family.

● Medibank
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