Grey has launched its first major integrated campaign for GMHBA Health Insurance and Care Company, since being awarded the business last year.
GMHBA is Australia’s largest regionally based, not-for-profit health Insurance and Care Company with over 80 years’ experience championing the health of regional Victorians.
At the heart of the new brand positioning is the belief that health is too hard when you go it alone, which is why GMHBA take a more collaborative approach to health and wellbeing. The Grey campaign, developed in partnership Nunn Media, goes live this week across TV, radio, in-store, cinema and digital.
The campaign launched with TVCs showcasing the first few intimate moments between a father and his newborn daughter, Poppy:
https://www.youtube.com/watch?v=CiPGW3QhYNw
The campaign also features creative executions highlighting the enduring bond between a farmer and his dog, speaking to GMHBA’s strong regional ethos and emphasis on building long term relationships.
GMHBA’s executive manager brand and marketing, Matt Vagg said: “The Heathier Together campaign perfectly reflects the values and beliefs of GMHBA and the deep ongoing commitment GMHBA has to its members, partners and the communities we’re part of. Whether it be a father and newborn daughter, loyal dog and owner, or a member and their health insurer; Healthier Together says GMHBA will be there with you.”
Grey Melbourne’s managing director, Claudia McInerney, said: “The campaign is testament to our strong partnership with GMHBA. We’ve been developing the brand strategy and campaign work since we began working together last year, and we are thrilled to see the first large campaign launch.”
CREDITS
Client: GMHBA
Matt Vagg – Executive Manager Brand & Marketing
Diane Pavlicevic – Group Marketing Director
Cameron Spalding – Brand Manager
Agency: Grey Melbourne
Michael Knox – Chief Creative Officer
Anthony Moss – Executive Creative Director
Lauren Doolan – Associate Creative Director
Sally Richmond – Associate Creative Director
Claudia McInerney – Managing Director
Jayne Driver – Business Director
Danish Chan – National Planning Director
Katie Wellbelove – TV & Print Producer
Leigh Cooke – Editor
Production Company: Mr Smith
Curtis Hill – Director
Elise Trenorden – Producer
Sound Production Company: Production Alley
Grade: Pancho Studios
Thom Rigney – Photographer
Grey Melbourne is part of WPP AUNZ, Australasia’s leading marketing content and communications group.
