Spinach releases fifth ‘Zoe the blogger’ ad for Australian Unity
http://youtu.be/d7wSJKj9caw
Spinach has released the fifth of a series of ads for insurance brand Australian Unity based around a blogger called Zoe who writes about her customer experience.
In the latest ad, Zoe shows her sister how to sign up for health insurance on the company’s website while sitting in a restaurant.
Frank Morabito, executive creative director at Spinach said: “Private health insurance is a tough category so it’s incredibly exciting and rewarding to create a campaign that resonates so well with the target audience, communicates a complex message in a simple way and achieves outstanding results.”
Since the launch of the campaign in February the brand has seen “significant growth” in member numbers according to Natalie Sneddon, manager of health marketing.
The ad airs in Victoria, New South Wales and Queensland and will be coupled with outdoor activity in selected markets.
Credits:
Agency – Spinach
ECD – Frank Morabito
Art Director – Melinda Pritchard
Director – Amanda Jane, Brave
Media – Carat
http://youtu.be/tEJaoV4LUus
http://youtu.be/TaanBGOLefY
http://youtu.be/lWF4I26-SdU
http://youtu.be/vb2fmGQWzbI
Could these ads get any more mundane? I would be ashamed to put this in a career portfolio.
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Pretty cheesy, however Zoe’s sister is hot.
I propose a new campaign “Zoe’s sister the blogger”
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Love all the not-so-subtle branding the client has got in here… even orange juice on the table – well played.
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I agree with JM.
If your target market are hip young adults, and you’re using a blog to create an obvious ploy to get you to purchase health insurance, you’ve already lost 85+% of your audience.
Blogs are already ‘so 5 years ago’ – Australian Unity must also fall into the same category. Where are the Facebook profiles, the Tumblr sites, the Twitter tweets and Flickr photos?
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God help us these are soooo smug and upper middle class…
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I thought the same about the fact that Zoe is publishing to a blog. The copy reads more like Tweets/status updates. But I presume Twatter and Facebook were avoided for trademark reasons. Still, they could have created a faux social networking site.
It’s an interesting idea and nice to see a different approach to communicating the benefits of the product. The execution though was a bit too simple and cheesy. Maybe if the vocal artist was less enthused and spoke a bit faster, emulating Zoe’s actual thought process? And maybe less orange everywhere… so the setup was more believable.
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