Australian Unity Health Insurance: Zoe

Spinach, Melbourne has launched a campaign for Australian Unity Health Insurance using a thirty-something blogger named Zoe to tell the world about the virtues of the company.

Spearheaded by a 30 second TVC launched this week, the campaign seeks to move away from the traditional rational campaigns within the category, and go straight to the heart of what someone like Zoe wants from a health insurance company.

Frank Morabito, Partner and Executive Creative Director of Spinach explained: "It's about using simple 'real life' scenarios from the character’s life to emotionally connect with the target."

Natalie Sneddon, senior marketing manager at Australian Unity Health Insurance said: "We wanted to show that Australian Unity Health Insurance is useful and practical and that we're
easy to deal with. It acknowledges what the target currently thinks about the category and it offers a solution."

The campaign will roll out a series of 30 and 15 second TVCs each depicting different snippets from Zoe's life. The ATL work will be supported by Zoe's blog that will elaborate on some of the insightful messages delivered in the TV, and give added reasons to consider switching to Australian Unity.