Sydney, Australia – nib, a local-based health insurer, has launched its newest brand platform ‘Health First’ as part of the company’s new brand positioning, conceptualised alongside creative agency BWM Isobar that they recently appointed as their creative agency of record.
The new platform is a creative manifestation of the brand’s refreshed positioning – focused on member empowerment and health prevention.
According to the company, this brand repositioning paves the way for the myriad of ways the company is innovating to play a much more active and important role in people’s lives – including the use of big data to identify members who would best benefit from support programs and preventative actions for improved health outcomes.
“In living up to the brand promise of ‘Health First’, nib is committed to not only helping Australians in times of illness, but partnering with them to stay fit and healthy before anything goes wrong,” the company said in a press statement.
Meanwhile, Chris Donald, head of marketing at nib added, “We were impressed by the passion, insight and breadth of creative directions the BWM Isobar team immediately identified when we shared our refreshed brand positioning. They were natural partners to develop a communication platform which connects more Australians with their health, and how nib can support them on their personal health journeys. ‘Health First’ perfectly captures how positive health can lead to a more vibrant, happier life.”
As part of the new brand positioning, the campaign ‘Harder Than You Think’, is launched across TV, OOH, digital and social – follows a series of everyday Australians as they live the brand’s new ethos. Live footage is enhanced by illustrative animation – serving as an emotional metaphor for how nib can help members stay on top of their health.
Marcus Tesoriero, executive creative director at BWM Isobar, said, “We’re super excited for BWM Isobar to join the nib family in this new journey for the brand. Health First is more than a marketing line, it’s a promise to prioritise healthier lives for members over anything else. We’re pumped to launch this reinvigorated brand platform and can’t wait to help nib develop a continuing line of products and initiatives to facilitate their all-new Health First mantra.”
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