‘Potentially Amazing’: Health insurance brand nib launches new campaign via Dentsu Creative
Leading health insurance brand nib has today launched its new brand campaign ‘Potentially Amazing’ created by Dentsu Creative, repositioning itself as a total health partner for its members.
The new campaign is designed to accelerate nib’s corporate transformation from ‘payer to partner’, meaning the brand isn’t just there for the rainy days but every day. The work helps members see the total range of products and benefits available to them – from travel to NDIS services – ultimately enabling them to get great value, access, and insight into their health and wellbeing.
‘Potentially Amazing’ humourously explores just how far members might go if they used their nib membership to its fullest potential. While accessing Telehealth appointments might give someone the time to try out their children’s new video game, adding another benefit, and then another, could potentially lead to something far more amazing.
As well as driving signups, the work is also designed to target and engage existing members by reminding them of their membership benefits and encouraging them to make use of more of them.
Says Chris Donald, head of marketing and digital at nib: “As we expand our product and service offering, we wanted a creative platform which would expand the perception of nib – for both our members, as well as the broader community. When the team at Dentsu brought “Potentially Amazing” to us, we knew we had an idea that was engaging, enduring and lifted the brand to match our ambition.”
The new brand platform follows on from the success of nib’s “As exciting as health insurance gets” campaign.
Says Ben Coulson, chief creative officer at Dentsu Creative: “Our last campaign took the first step towards establishing nib as Australia’s premier health partner. This one kicks the door down and does a bomb in your pool. Figuratively and literally.”
nib’s campaign launches across TV, cinema, radio, digital video, out of home, digital display and social on September 1st.
nib
Head of Marketing & Digital: Chris Donald
Senior Brand & Acquistion Manager: Kirsty Tapscott
Brand and Communications Manager: Prue Frost
Marketing Campaign Manager: Ryan Meredith
Creative Agency: Dentsu Creative
Chief Creative Officer: Ben Coulson
Executive Creative Director: Sarah McGregor
Strategy Partner: Graham Alvarez-Jarratt
Senior Art Director: Mathew Hine
Senior Copywriter: Tosh Greenslade
Senior Producer: Tom Pearce
Account Director: Joshua Pelz
Account Manager: Emma Heazlett
Production Company: Hooves
Director: Gustav Sundström
Executive Producer: John Pace
Producer: Helen Morahan
DOP: Alex Serafini
Production Designer: Mike Price
Casting: Peta Einberg
Post Production: The Editors
Editor: Stu Morley
Online: Stu Cadzow
VFX: Benjamin Zaugg
Colourist: Ben Eagleton
Sound Design, Music Composition and Sonic Branding: Smith and Western
19 Comments
Dentsu may have either struck gold or completely missed the mark. It’s one of those ideas where you go, “Hmm, genius or flop?” The phrase “Potentially Amazing” could resonate strongly if a health insurer delivered on that promise—imagine the impact. But then you look at it from a consumer’s perspective, and it’s a bit like, “Sure, they’d be ‘potentially amazing’ if they paid out on time,” which could backfire. However, the casting is a bit stereotypical with a woman cooking and men doing the physical activities, though the gamer mum is a nice touch. But where’s the Shift 20 perspective? It feels a bit hidden. Yet, in general, isn’t that the essence of being bold as a platform? Taking risks, hoping the gamble pays off.
These are bloody great. Well done Hooves!
These are fantastic!!
These are very likeable, watchable and well produced for a notoriously difficult category. Well done McGregor and co.
Don’t quite get the positioning – but the polish it great.
Great work, nice idea but nib are just not potentially amazing, they are barely even good.
Loving these, good idea, entertaining, and cleverly full of product stuff without sucking. Nicely directed too.
Check out Gustav’s reel, he’s class.
https://www.hooves.com.au/directors/gustav-sundstrom
There are some more good executions showing up in my socials today. This campaign has potential, might even be amazing if they keep this up. Good stuff
Actually a little daft. Public are going to see the negative in that line.
But this is how Shift 20 should be used – casting someone with a disability in a normal role, just like any other actor.
we want the logo and app in the first 0.69 seconds. could be dropped and be better
Because it is. Well done.
I don’t mind them but they feel slow somehow, maybe it’s the VO. If you look at the old Direct TV ads (which also posed a hypothetical scenario, although from a negative angle) and the VO keeps the energy up and moves the ads.
Didn’t realise how bad there were till I read all these comments (assume from production company)
The ol hedge cutting gag… thank god for advertising. I want to die.
The tagline “Definitely Good. Potentially Amazing.” for nib is a masterclass in mediocrity. It brilliantly reassures us that nib is, well, “good”— because that’s what everyone wants from their health insurance, right? Mediocre reliability with a sprinkle of maybe-someday-amazing. The word “potentially” just screams confidence, suggesting that nib might, on a good day, with the wind in the right direction, provide an “amazing” experience. It’s hard to think of a better way to inspire trust and loyalty than by being so non-committal. Why be definitely amazing when you can settle for potentially? A real game-changer, nib. I sense another re-pitch on the horizon for Dentsu Creative.
Productions tight, concept potentially boring…
So nice to see fun simple brand campaigns making a come back.
How did we ever fire so far from just doing really good campaigns for clients.
Good stuff NIB, keep it up.