Nib has become the health insurer that’s “as exciting as health insurance gets” with a new brand platform and campaign that uses humour to reach Australians who by and large view health insurance as necessary but not welcome.
Nib is the latest health insurer to make a tactical change from a transactional health insurer to an active health partner in the lives of its members to be more relevant.
The campaign brings to life the nib persona through a main character who embodies nib’s new aim to help its 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, stated, “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. This campaign plays on the insight that no one really gets excited about health insurance – except us, and every day we keep bringing new features and solutions trying to make it better for new and future members.”
Avish Gordhan, chief creative officer at Dentsu Creative, added, “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.”
nib’s campaign launches on August 7 across TV, cinema, radio, digital video, out of home, digital display and social.
Credits:
Client: nib
Head of Marketing & Digital: Chris Donald
Brand & 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 & Avish Gordhan
Strategy Partner: Aaron Martin
Creative Directors: Chris Berents & 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
Editing: The Editors
Post Production: The Editors
Sound Design, Music Composition & Sonic Branding: Smith and Western
