Saatchi & Saatchi reveal first campaign for Nib

Nib Health Insurance has launched its first campaign since Saatchi & Saatchi Australia was awarded the account in December last year.

The new brand campaign, ‘It’s good to be human’, aims to humanise the health insurance and to try and demonstrate that the brand listening and appreciating people for who they really are.

Nib’s GM Australian residents health insurance Rhod McKensy told Mumbrella: “Fundamentally we’re trying to connect and resonate with our target market and that’s 20 – 39 year olds.

“We’ve developed the view over the last 2-3 years that our competitors when talking to our target market they run the risk of being a little self-righteous – find a better you or find the better you. And we think the right positioning for us is to celebrate the real you, not the perfect you or the healthier you hence the ‘it’s good to be human’. The creative execution is trying to capture that.”

The campaign features footage of “real people” from sources such as YouTube as Saatchi & Saatchi says it is “designed to celebrate the real you, not the perfect you, not healthier you”.

“It’s all pretty common human moments when people do stupid things or things that might risk their health that hopefully remind them to keep in mind good health insurance,” McKensy said.

On changing agencies, McKensy said it’s always a risky process.

“We’ve had a very good relationship with BWM, we’ve managed to grow our policies held more than the industry average every year for the last 10 years and that’s no small credit to our work with BWM but there comes a point in your relationship when you think you want fresh eyes.”

This resulted in Nib putting its creative account out to pitch last year with BWM, Saatchi & Saatchi and one other agency making the final shortlist.

“That’s when we saw the work from Saatchi for the first time and we liked the concepts, we liked the positioning in terms of distinguishing ourselves from our competitors,” McKensy said. “But also, the campaign’s got some benefits: it’s easy to source content that’s relevant to real people and we think it also translates well online and into social media.”

The campaign is being aired in NSW, Victoria, Queensland and Western Australia and is running across online, social media and traditional media.

On what the health insurer hopes the campaign will achieve McKensy said:  “It’s early days, obviously the proof of the pie is in the eating and we’d like the campaign to have an impact in social media but more importantly we’d like it to drive our growth.”

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