Health insurance for healthy people

Medibank have launched a campaign in newspapers targeting active, younger customers, who are already healthy.

Medibank Getting 100 Back On ExtrasMedibank Getting 100 Back On OpticalThese customers may be less likely to believe they need what they perceive as ‘expensive’ private health cover, so Medibank is highlighting the benefits of ‘Extras’ cover, as a way to overcome a significant barrier to entry into the category. The campaign messages focus on the positive, and not the usual ‘unexpected disaster’ type messages so prevalent in Insurance advertising.

The suite of ads (of which we have seen two so far), helps to generate reappraisal of PHI as a category, and encourages affinity for Medibank as a preferred brand. The call to action is more subtle than some, with no deadlines or promos driving customers to purchase.

To view other insurance ads we’ve researched against our Creative Benchmarking criteria, click here.

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