Australian Unity takes over Melbourne’s Southern Cross station to promote its new ‘Exclusive Lifestyle Packages’
Health insurer Australian Unity has taken over the Southern Cross station and tram stops throughout Melbourne’s CBD to launch its new ‘Exclusive Lifestyle Packages’.
The transit campaign, created by full service agency Spinach, features images of healthy people as the brand targets 25-5o year old city office workers and commuters who enjoy healthy eating, regularly do exercise or are image conscious.
It features headlines that highlight specific ways consumers can improve themselves, for example “Hit the gym. Buy new gear. Get money back from Australian Unity” and “Enhance your lips. Remove tattoos. Get money back from Australian unity”.
Spinach executive creative director Frank Morabito said: “In a departure from traditional health insurance advertising, the Australian Unity Exclusive Lifestyle Packages campaign takes it cues from sports and fashion categories.
well, this campaign sure beats riding the escalator while looking at H&M’s giant hi-res murals of David Beckham’s thighs and padded jockstrap…
@better thank becks.
Are you serious?
The models in these are ads are NOT NORMAL AUSTRALIANS, all of them are probably models. They are super fit, probably in the top 1 percentile of healthy living – calorie counting, Kale eating and gym obsessed.
I wouldn’t of chosen SC Station for this campaign..waste of cash. Should of stuck with the niche – Fitness First and Mens/Womens Health mags.
Got my attention at the tram stop. Such a nice change from the boring Zoe ads they have running on tv!
Change your lips, hide your wrinkles, remove your scars.. You’re not okay the way you are. A great message to have at the transport hub of Melbourne welcoming people young and old from rural and metro areas. I feel advertising in this very public space should be more sensitive and project less destructive values. Not plastic surgery and David beckham’s penis, not pro gambling TAB adds. Advertisements for cultural events and festivals around the city. Better still scrub the enormous intrusive banners altogether and make it a santuary for the community to meet and enjoy. Southern cross has had back to back the most appalling advertising campaigns reflecting a complete lack of care and inability to see that each one says much about us to people arriving for the first time through an important gateway to our city.