Medibank launches fresh campaign capturing Aussies as they are in their homes
Private health insurer Medibank has taken camera crews into the unpolished lives of customers as part of its new campaign adding a new twist to its old tagline of ‘I feel better now’.
Under the line ‘I am better’, Whybin\TBWA visited the homes of Medibank customers and filmed them without scripting or prompting to create the campaign. Directors also worked to include elements of modern society that may not traditionally be seen in marketing campaigns.
Fiona Le Brocq, GM of brand and marketing at Medibank, said: “The diversity of the people featured in the campaign was a demonstration of the different needs that many people face when choosing health insurance.
“Health insurance funds are seen as essentially all the same. It was important for us to show how Medibank is different and the many ways we stand for better health for everyone,” Le Brocq said.
This would make me change providers. Bugger HCF.
I’m with Pete – great ad!
Hate to say it but wondering how many complaints it will generate for showing nursing mum and same-sex kissing. It shouldn’t have complaints – but, alas, I think it will.
How delightful to see representations outside the nuclear/anglo/hetero/abled box.
Not awful.
But what is the need?
I get Medibank’s need to differentiate.
But surely should be about differentiating around something important to customers? And I don’t think customers are sitting on the edge of their seat waiting for a health fund to deliver something individual for them.
In fact. I know they aren’t.
Feels really nice though…
Agreed with Dave on this one. The ad itself is a great brand piece but feels like it’s missing something more. Maybe in the next few months we’ll start seeing the “how” Medibank will make customers better.
Nevertheless nice to see some pushes into diversity from these guys.
We can’t apply a ‘all customer’ lense to a brand piece about diversity. The customer need here is something consumers have never needed more…
This ad is all about diversity, progressive thinking and using brand power to influence positive change.
Medibank has a burden of responsibility (as the biggest player) to make a difference in a stagnant industry…this is just one example of how they are fighting the good fight.
I applaud you Medibank!
Wow, you mean thats how babies are fed? weird. And all those different types of people really exist in society? Thanks advertising,like most people i’m locked away in a bubble and don’t know what i would do without you.
Great to see an insurance company that recognises Australia is comprised of a diverse mix of people and that not everyone lives in a nuclear white family. This certainly makes me want to see how their products suit my circumstances versus my current health insurer. Well done Medibank.
@everyday punter: I’m all for sarcasm but not sure what you’re on about. Everyone is well aware these diversities exist, it’s a great ad because this is one of the first I’ve seen recently that highlight some moments that would usually cause some backlash from the backwards, non-accepting people in Australian society. It’s not revolutionary, but it should be the norm.
FINALLY an Ad that feels like the Australia I live in not the one companies usually try to safely portray with, what feels like, token diversity to tick a box.
Lovely. Would I change to Medibank because of it I’d have to see the products and compare how it stacks up against my current provider but it’ll make me go out of my way to check – and that can’t be underestimated for Medibank given the ‘same same’ nature of the industry as Fiona has mentioned and competing against the convenience of iSelect / CompareTheMarket etc.
If it increases health policy enquiry and comparison conversations in store and the phone it’ll probably be a ‘job well done’ moment for Medibank.