Saatchi & Saatchi reveal first campaign for Nib
Nib Health Insurance has launched its first campaign since Saatchi & Saatchi Australia was awarded the account in December last year.
The new brand campaign, ‘It’s good to be human’, aims to humanise the health insurance and to try and demonstrate that the brand listening and appreciating people for who they really are.
Nib’s GM Australian residents health insurance Rhod McKensy told Mumbrella: “Fundamentally we’re trying to connect and resonate with our target market and that’s 20 – 39 year olds.
“We’ve developed the view over the last 2-3 years that our competitors when talking to our target market they run the risk of being a little self-righteous – find a better you or find the better you. And we think the right positioning for us is to celebrate the real you, not the perfect you or the healthier you hence the ‘it’s good to be human’. The creative execution is trying to capture that.”
Yep. this got my attention on the box. The one where the girl eats the witchety grub had me gagging but it’s got memorability for sure. Use of ‘real people’ makes it stand out. Good insight, well executed.
I guess it works because if you are young and of a mind to try anything once, you are bound to need insurance one day. You really should take some insurance out!
Very fresh for the category, hats off to the Agency and also to the client for taking a very different direction from their previous campaigns. Good to see some bravery coming out of marketing depts in Australia.
very nice work Saatchis