Australian Unity launches transit takeover for its Exclusive Lifestyle Packages launch via Spinach

Spinach has developed a new transit campaign to launch Australian Unity’s new ‘Exclusive Lifestyle Packages’ which sees a total takeover of Southern Cross station and tram stops throughout Melbourne’s CBD.

The campaign, which features bold headlines and striking photography, comprises more than 90 individual ads at Southern Cross station and 10 tram stop ads.

Aimed at 25-50 year old city office workers and commuters who enjoy healthy eating, regularly do exercise or are image conscious, the campaign launches health fund provider Australian Unity’s Australian first ‘Exclusive Lifestyle Packages’, which are designed to complement health insurance products by offering refunds on such things as gym memberships, cosmetic treatments, scar removal and fitness coaches – the types of things you can’t get refunds on from private health insurance.

The Exclusive Lifestyle Packages are available in two product ranges: The Active Lifestyle Package that gives members refunds on everyday costs such as bicycle repair, sporting apparel, gym memberships, sport and fitness event entry fees and more; and the Cosmetic Lifestyle Package that gives refunds on dermal fillers, microdermabrasion, tattoo removal, every-day waxing, laser hair removal and more.

The campaign headlines highlight specific ways consumers can improve themselves. For example: “Hit the gym. Buy new gear. Get money back from Australian Unity” and “Enhance your lips. Remove tattoos. Get money back from Australian Unity.”

Says Frank Morabito, Spinach executive creative director: “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.”

Says Natalie Sneddon, Australian Unity head of marketing & customer experience: “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.

“Exclusive Lifestyle Packages are aimed at people who want to feel good and look good. They are people who already invest in gym memberships, participate in fitness events, have a fitness coach and are interested in their appearance.”

The campaign will run throughout May.

Executive Creative Director and copywriter: Frank Morabito

Retouching: Hell Studios