Spinach has created a transit campaign to launch Australian Unity’s new ‘Exclusive Lifestyle Packages’, with a takeover of Southern Cross train station and tram stops throughout Melbourne’s CBD.
The campaign comprises more than 90 individual ads at Southern Cross and 10 tram stop ads.
The target audience is 25-50 year old city office workers and commuters who enjoy healthy eating, regular exercise or those that are image conscious.
The ‘Exclusive Lifestyle Packages’ are designed to complement health insurance products by offering refunds on things such as gym memberships, cosmetic treatments, scar removal and fitness coaches.
One of the packages, Active Lifestyle, gives members refunds on costs such as bicycle repairs, sporting apparel, gym memberships, sport and fitness event entry fees and more.
The Cosmetic package gives refunds on things such as dermal fillers, microdermabrasion, tattoo removal, waxing and laser hair removal.
Campaign headlines include: “Hit the gym. Buy new gear. Get money back from Australian Unity” and “Enhance your lips. Remove tattoos. Get money back from Australian Unity.”
Frank Morabito, Spinach’s executive creative director, said: “In a departure from traditional health insurance advertising, the Australian Unity Exclusive Lifestyle Packages campaign takes it cues from sports and fashion categories.”
“We had a number of different messages and product variations to communicate. The train station and tram stop takeovers gave us great breadth and flexibility within a confined area that allowed to us to relay a broader campaign message.”
Natalie Sneddon, Australian Unity’s head of marketing and customer experience, added: “This is an Australian market first from Australian Unity so we wanted to make a big splash in what is a very competitive market. Our ‘Exclusive Lifestyle Packages’ are not health insurance products but they do complement health insurance products because they offer refunds on many everyday things that help you look after yourself.”
CREDITS: Executive Creative Director and copywriter: Frank Morabito. Copywriter: Jacqui Paterson Art Director: Melinda Pritchard Photographer: Carlos Alcaide, Hell Studios Retouching: Hell Studios.
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