nib launches Health First platform after appointing BWM Isobar via competitive pitch

nib, one of Australia’s largest health insurers, has appointed BWM Isobar as its creative agency of record with a remit to bring to life a bold, new brand positioning.

The first output of this collaboration is on Australia’s screens now, celebrating nib’s unique position in the category.

While many health insurers promise to improve their member’s lives, research indicates that consumers just see them as selling insurance for when things go wrong. nib, on the other hand, is taking a more holistic view for their members: enabling them to take positive action for their health and empowering them to live healthier and happier lives.

The new communication platform ‘Health First’ is the creative manifestation of the brand’s refreshed positioning – focused on member empowerment and health prevention.

Set to the Public Enemy track ‘Harder Than You Think’, the campaign – 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.

nib’s actions are not restricted to new advertising, however. 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.

Says Marcus Tesoriero, executive creative director, BWM Isobar: “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.”

Says Chris Donald, head of marketing at nib: “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.”

Client: nib
Head of Marketing: Chris Donald
Group Manager – Brand and Content: Cate McNeil
Marketing Campaign Manager: Ryan Meredith

Creative Agency: BWM Isobar
Executive Creative Director: Marcus Tesoriero
Executive Strategy Director: Aaron Martin
Creative Director: Jack Delmonte
Creative Director: Iggy Rodriguez
Art Director: Justin Borromei
Copywriter: Brandon Piggott
Client Services Director: Sophie Lander
Group Account Director: Evaan Miocevich
Account Director: Jessica Walley
National Production Lead: Lauren Reilly
Integrated Producer: Jess Campbell
Integrated Producer: Jack Caldwell

Production Company: Collider
Director: Damon Cameron
EP: Karen Bryson
Producer: Alex Taussig
DP: Aaron McLisky
Illustration: Collider Studio
Animation: 21-19, The Jacky Winter Group
Post Production: ARC
Editor: Drew Thompson
Colourist: Ben Eagleton