Australian Unity takes over Melbourne’s Southern Cross station to promote its new ‘Exclusive Lifestyle Packages’

Australian Unity campaignHealth 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.

Screen Shot 2014-05-01 at 11.40.54 AM“We had a number of different messages and product variations to communicate. The train station and tram stop takeovers gave us great breadth and flexibility within a confined area that allowed to us to relay a broader campaign message.”

Australian Unity head of marketing and customer experience Natalie Sneddon said: “This is an Australian market first from Australian Unity so we wanted to make a big splash in what is a very competitive market. Our ‘Exclusive Lifestyle Packages’ are not health insurance products but they do complement health insurance products because they offer refunds on many everyday things that help you look after yourself.”

The campaign runs throughout May.


  •  Executive Creative Director and copywriter: Frank Morabito.
  • Copywriter: Jacqui Paterson
  • Art Director: Melinda Pritchard.
  • Photographer: Carlos Alcaide, Hell Studios.
  • Retouching: Hell Studios.

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