Health insurance is not exciting for customers, and that’s okay, says nib in latest campaign
Health insurance company nib has launched a new brand platform via Dentsu Creative, showing that health insurance doesn’t have to feel transactional – a common sentiment shared by customers of the category.
The campaign, ‘As exciting as health insurance gets’, sees a nib persona coming to life through a character who appears to be one of the brand’s employees.
In a 30-second TVC, the character is seen helping nib 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: “Here at nib we’re proud of our 70-year history of doing what’s right for our customers, and the passion we bring each day to keep making the experience and value better for our 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.
“Health insurance is ultimately a grudge purchase for many Australians. There’s lots of exciting things they’d rather spend that money on.”
Avish Gordhan, chief creative officer at Dentsu Creative, said: “This work pokes fun at brands that aren’t realistic enough to admit that average Aussies 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.
“It’s not only ownable, but it will connect with people. Hopefully, it’ll make them chuckle too.”
The platform launches today across TV, cinema, radio, digital video, OOH, 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
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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Well the last platform didn’t last long did it?
Love to hear the back-story behind this massive change of direction for the brand which re-launched only 18 months ago with the polar opposite brand strategy, tone and general vibe…?
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