nib is no longer “as exciting as health insurance gets”. It has gained confidence in its ability to be liked by Australians, as the proportion of Australians with private hospital health insurance has increased substantially since the onset of the COVID–19 pandemic despite all too reliable price increases.
Now nib & Dentsu creative promise Australians a “Potentially Amazing” future, with a series of humorous commercials that explore how far members might go if they used their nib membership to its fullest potential. The campaign positions NIB squarely in the realm of total health partner for its members, there for its members not just for the rainy days but for every day, highlighting products and benefits from travel to NDIS services. As well as driving signups, the work is also designed to target and engage existing members by reminding them of their membership benefits and encouraging them to make use of more of them.
Chris Donald, head of marketing & digital at nib, stated, “As we expand our product and service offering, we wanted a creative platform which would expand the perception of nib – for both our members, as well as the broader community. When the team at Dentsu brought Potentially Amazing to us, we knew we had an idea that was engaging, enduring and lifted the brand to match our ambition.”
Ben Coulson, chief creative officer at Dentsu Creative, added, “Our last campaign took the first step towards establishing nib as Australia’s premier health partner. This one kicks the door down and does a bomb in your pool. Figuratively and literally.”
The new campaign is running across TV, cinema, radio, digital video, out of home, digital display and social.
Credits:
Client: nib
Head of Marketing & Digital: Chris Donald
Senior Brand & Acquistion Manager: Kirsty Tapscott
Brand & Communications Manager: Prue Frost
Marketing Campaign Manager: Ryan Meredith
Creative Agency: Dentsu Creative
Chief Creative Officer: Ben Coulson
Executive Creative Director: Sarah McGregor
Strategy Partner: Graham Alvarez-Jarratt
Senior Art Director: Mathew Hine
Senior Copywriter: Tosh Greenslade
Senior Producer: Tom Pearce
Account Director: Joshua Pelz
Account Manager: Emma Heazlett
Production Company: Hooves
Director: Gustav Sundström
Executive Producer: John Pace
Producer: Helen Morahan
DOP: Alex Serafini
Production Designer: Mike Price
Casting: Peta Einberg
Post Production: The Editors
Editor: Stu Morley
Online: Stu Cadzow
VFX: Benjamin Zaugg
Colourist: Ben Eagleton
Sound Design, Music Composition & Sonic Branding: Smith & Western
