Sputnik gets frank with first timers using Frank Health character in new animated campaign
Newcomers to health insurance have been reminded that their first time doesn’t necessarily have to be their worst time, in new spots for GMHBA’s Frank Health Insurance via interactive agency, Sputnik.
The animated campaign targets consumers that are considering purchasing health insurance for the first time, and reinforces the existence of a simple, low-cost product.
Says Ed Carveth, creative director of Sputnik Agency: “When doing the first-time search for health insurance, consumers can easily become overwhelmed with all the industry jargon and find it difficult to choose between providers – often ending in an experience they’d rather forget.
This campaign continues with Frank’s “no B.S‟ style, firmly positioning the brand in the consumers’ minds as one that understands their needs, has straight-forward products and likes to have a bit of fun along the way.
Once again we’ve broken away from the traditional health insurance mould, taking an approach that highlights Frank not only as adventurous in the category but “different” to its competitors.”
GMHBA came to Sputnik in 2009 with the desire to redefine the category and this led to the creation of the Frank brand and its unique personality. Since its inception, Frank Health Insurance has enjoyed strong growth.
Says Nick Lewis, managing director of Sputnik: “Frank has been a great success story for Sputnik and has allowed us to really showcase our integrated capabilities, with everything from digital to outdoor and TVCs in the mix.”
The current “First Times” campaign consists of TV, radio, online video, online banners and Facebook advertising, all geared at targeting a younger demographic.
Troy Sheahan from Frank Health Insurance said that the organisation was proud of the campaign and thrilled with Sputnik‟s work.
Says Sheahan: “Frank’s personality is different to any other health insurer, with simple, straight-forward, witty creative. We love the new ads and believe they will resonate with our audience and continue to set us apart from competitors.”
Client: Frank Health Insurance
Agency: Sputnik
Executive Creative Director: Ed Carveth
Writer: Sam Harris
Art Director: Jodie Roach
Account Director: Michael Titshall
Account Executive: Sophia Idrizovic
Animations: Smart & Sheard Productions
Sound and Production: Chocolate Studios
1 Comment
Decent work in a tough category.