nib | A Journey
nib was the first brand I led creatively. When I picked it up in 2015, it was very retail focused with The Chief talking to camera about how great their dental cover is.
In the coming years, we pushed the brand to be more adventurous with their work and lean into their youthful, challenger tone. Over five years, we did multiple campaigns, an entire brand repositioning, an always-on social newsroom and a cinema ad that made you go to the toilet.
It saw them go from a mid-table health insurer to third in awareness behind Medibank and Bupa.
nib | Do It For Them
The first campaign tapped into the fact that young people don’t care about health insurance. But their are people who care about their health - their parents.
nib | How It Should Be
The next year, nib wanted to reposition themselves as a healthcare company that was honest, innovative, for the people. We thought that all the services they did were simply the way healthcare should be done. This film put a stake in the ground for that philosophy.
nib | Act Your Age, Not Your Policy
With the new brand positioning established, nib wanted to tap into the over 50’s segment. We found that people of a certain age were paying for healthcare they didn’t need, policies they took up when they were much younger..
nib | Cinema Ads How They Should Be
To show nib was truly the health insurer that wanted things how they should be, we created a cinema ad that helped you go to the toilet before the movie starts. This is the one that probably got us fired.
