"... a grudge purchase for many Australians."
Health insurance brand nib is injecting humour into what is a fundamental purchase for its members as part of a new integrated campaign designed to take nib from a transactional health insurer to an active health partner in the lives of its members.
The campaign, which launches on TV on August 7, brings to life the nib persona through a main character who embodies the passion nib has for helping its members achieve better health and wellbeing, even if the members don’t always share that same enthusiasm and motivation.
Chris Donald, nib head of marketing & digital, said nib is proud of its 70-year history of doing what’s right for its customers, and the passion the brand brings each day to keep making the experience better for members.
"Of course, we’re also realistic that not everybody shares our excitement for the category, and it’s this insight that our new campaign brings to life," said Donald.
“Health insurance is ultimately a grudge purchase for many Australians. There’s lots of exciting things they’d rather spend that money on.
"This campaign plays on the insight that no one really gets excited about health insurance – except us, and every day we keep bringing new features and solutions trying to make it better for new and future members.”
Avish Gordhan, chief creative officer at Dentsu Creative, said this work pokes fun at brands that aren’t realistic enough to admit that average Australians don't sing and dance about their health insurance.
"They’re simply not as enthusiastic as the nib guy who just wants to make customers’ lives better. It’s this self-deprecating, innately honest tone that’s the key to this brand work," said Gordhan.
"It’s not only ownable, but it will connect with people. Hopefully, it’ll make them chuckle too."
nib’s campaign launches on August 7 across TV, Cinema, Radio, Digital video, Out of home, Digital Display and social.
Credits:
nib
Head of Marketing & Digital: Chris Donald
Brand and Communications Manager: Prue Frost
Marketing Campaign Manager: Ryan Meredith
Media Marketing Manager: Mitch Leman
Creative Agency: Dentsu Creative
Joint Chief Creative Officers: Mandie van der Merwe and Avish Gordhan
Strategy Partner: Aaron Martin
Creative Director: Chris Berents
Creative Director: Ant Hatton
Managing Partner: Ian Hartley
Client Partner: Emily Taylor-Delplanque
Account Director: Joshua Harley Pelz
Account Executive: Emma Heazlett
National Production Leads: Roz Scrimshaw/Craig Sloane
Production Company: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Edit: The Editors
Post Production: The Editors
Sound Design, Music Composition and Sonic Branding: Smith and Western
