Private health insurer Medibank has taken camera crews into the unpolished lives of customers as part of its new campaign adding a new twist to its old tagline of ‘I feel better now’.
Under the line ‘I am better’, Whybin\TBWA visited the homes of Medibank customers and filmed them without scripting or prompting to create the campaign. Directors also worked to include elements of modern society that may not traditionally be seen in marketing campaigns.
Fiona Le Brocq, GM of brand and marketing at Medibank, said: “The diversity of the people featured in the campaign was a demonstration of the different needs that many people face when choosing health insurance.
“Health insurance funds are seen as essentially all the same. It was important for us to show how Medibank is different and the many ways we stand for better health for everyone,” Le Brocq said.
“We recognise that people live and love differently and we are always seeking ways forward to provide the right cover and services for every kind of family and every kind of individual, for life.”
Carat is handling the media for the campaign.
Creative Agency: Whybin\TBWA Group Melbourne
Executive Creative Director: Paul Reardon
Campaign Producer: Nick Round
Creative Director: Tara Ford
Director: Celeste Geer
DOP: Jason Hargraves
Senior Account Director: Matt Chiodo
Medibank General Manager Brand & Marketing: Fiona Le Brocq
Medibank Head of Brand: Kelly MacLean
Medibank Head of Marketing Communications: Joanna Manderson
Medibank Marketing Manager: Samantha Gerrand
Medibank Consumer PR Lead: Giselle Lloyd
Medibank Social and Content Lead: Billy Falkingham