Insurance firm Medibank has unveiled the evolution of its ‘What is Better’ brand platform, as it continues to challenge what ‘better’ means when it comes to health.
The latest campaign goes live today in line with the announcement of Medibank at Home – a program which seeks to improve members’ quality of life by providing greater choice where possible over where they receive their care, be it at home or in hospital.
Building on the foundation of the brand platform launched in February, the new campaign sees Medibank continue to question and explore what ‘better’ means for different people, through ongoing conversations with Australians from all walks of life.
The integrated campaign goes live today via broadcast and digital executions, social video, out-of-home and media partnerships.
The 30-second TV spot features one patient, Liam, who has gone through the Medibank at Home chemotherapy trial in Perth.
The hero spot and 15-second cut-downs uncover the differing opinions towards at-home care from both Liam and his support network, sharing commentary from family members, his medical team, and even the ‘perspective’ of the family dog, Jack.
Medibank’s general manager of marketing, Fiona Le Brocq, said: “We know that ‘better’ means something different for everyone. And while ‘hospital’ will be better suited to some, receiving care in the comfort and convenience of the home will be better suited to others.
“This campaign provides a glimpse into one patient’s experience, however, we hope that by sharing the varying opinions of Liam and those around him, Australians will be able to put themselves into the shoes of Liam and his support network, and think about whether having a choice is better for them.
“This campaign is just the latest way we are challenging the industry norms and asking the difficult questions, so that we can continue to evolve and support the quality of life of our members.”
As a part of the launch, Australians can also hear from other Medibank members who have chosen to receive Medibank at Home care via a range of social and content assets going live over the coming weeks.
Further extending the campaign’s reach, Medibank at Home will be amplified by a range of strategic media partnerships with Channel 7, SBS and News Corp Australia.
Agencies: TBWA Melbourne, B.B.E, Carat, Columbus