Get ready to cry and it’s not even a Christmas campaign. It’s a strikingly different commercial by TBWA\New Zealandfor a health insurer – Southern Cross Health Insurance. The commercial, the story of Caroline, head of a construction crew, celebrates being part of a collective (with Southern Cross). The spot highlights the power of being surrounded by a team that truly cares. In the film, it’s her workmates who care as she undergoes and recovers from treatment in a Southern Cross hospital.
TBWA\NZ aimed to compose a vignette of people doing right by one another when the going gets tough. At a cultural level, this resonates strongly with New Zealanders just as it does for Southern Cross. The agency also chose a personal story to communicate the larger human truth in a relatable way, crafting a realistic narrative and characters so viewers could see the parallels in their own lives.
Inspired by the construction site located outside TBWA\NZ’s offices, the main character is loosely based on a Māori woman with the natural aura of a leader who works there. To craft the final big gesture, TBWA\NZ drew on their experiences at sports stadiums, knowing how a song like Neil Diamond’s Sweet Caroline unites a crowd. The tune also provided the team with the perfect name for their protagonist.
Regan Savage, head of marketing & engagement at Southern Cross Health, commented, “As a for-purpose social enterprise we are totally focused on helping our members have more years of good health. We pay out more claims in number and value than any other health insurer, we put surpluses back into keeping costs and premiums down and service levels up, and we respond to what our members tell us they need.
“We’ve made this campaign to show the importance of being with people who have your back, and what it means to be a member of Southern Cross Health Insurance. We offer exceptional value; we’re no run-of-the-mill insurer. This campaign launches a sea-change in what it means to be a member, with new membership benefits like mental wellbeing counselling and annual health checks. These are our values in action. We can do this because of our membership model, and it proves how invested we are in our members’ health.
“The marketing team at Southern Cross Health Insurance is super proud of this new work, and we can’t wait to hear Neil Diamond’s classic song belted out around the country as more New Zealanders come to see us in a fresh new light.”
Shane Bradnick, chief creative officer, TBWA\New Zealand, added, “The story centres on Caroline and her merry road crew, but the message will appeal to all New Zealanders. We all have a ‘Caroline’ in our lives, someone who gives everything for her crew and inspires us to do the same. It’s a great analogy of what makes Southern Cross so special. As a Friendly Society without shareholders to return dividends to, Southern Cross is focused purely on supporting its members.
“A big thank you to Joel Kefali and Good Oil, who have done an amazing job bringing out the heart and soul of Caroline and telling a beautiful story many will love.”
The campaign builds upon Southern Cross’ With You brand platform, which speaks to the idea of having someone’s support when it counts. It also follows on from the brand’s previous campaign which celebrated real workforces across New Zealand. That campaign led to Southern Cross Health’s second most successful year of growth in a decade. With this next instalment, TBWA\NZ adds another layer of heartfelt storytelling to the brand, this time highlighting the values New Zealanders and Southern Cross hold dear, prioritising people over profit.
Credits:
Client: Southern Cross Health Insurance
Head of Brand & Engagement: Regan Savage
Brand & Acquisition Lead: Valerie von Geldern
Marketing Manager: Alice Lee van der Wende
Agency: TBWA/New Zealand
Chief Creative Officer: Shane Bradnick
Creative Directors: Ashwin Gopal
Senior Art Director: Gavin Siakimotu
Chief Executive Officer: Catherine Harris
Head of Business Management: Simon Mills-Houlihan
Account Director: Zak Murtagh
Planning Director: Josh Taylor-Dadds & Joseph Judd
Senior Integrated Producer: Jacqui Walker
Production Company: Good Oil
Director: Joel Kefali
Executive Producer: Andrew McLean
Managing Director: George Mackenzie
Producer: Claire Richards
DOP: Crighton Bone
Editor: Dan Kircher
Post – Stuart Bedford
Photographer: Kieran Scott
Sound Design: Craig Matuschka, Liquid Studios
Music & song: Sweet Caroline (Neil Diamond) performed by Neil Diamond.
Music Licensing: Jonathan Mihaljevich, Franklin Rd
Media Agency: MBM NZ
