ING
Private health insurance. It’s a messy category, especially in the Australian market where it’s value is constantly being questioned.
With ING launching their own health insurance, we were tasked with creating a key visual to work across a variety of channels to reach our target audience of 28–35 year-olds.
Importantly, our audience don’t really want to think about health insurance. So we had to create something that would speak to our younger demographics and make waves in a market saturated imagery of doctors and nurses.
So we worked with Moving Picture Company (the CGI team behind Disney’s Live-Action film The Lion King) to craft a still featuring the ING Lion. Leveraging the “Do Your Thing” brand platform, we opted to showcase a young Aussie enjoying the freedom and confidence that quality health insurance brings, with the power of ING right by their side.
Role: Art Director
Existing ING customers received eDMs outlining the brand’s new offering, and our asset was leveraged across social channels along with the ING website.
This was the first instance of leveraging the ING Lion outside of a traditional brand campaign and acted as a proof of concept to leverage this new brand asset for more ING products in the future.
To wrap up the campaign, we were tasked with producing three radio ads, touching on three distinctive proofpoints – simplicity, value, and ease – all while highlighting that ING Health Insurance lets you get on with Doing Your Thing.