Sputnik, Carat get Frank with health insurance
Today, Melbourne-based interactive marketing and web development specialist, Sputnik, together with private health insurance provider, GMHBA and media agency Carat, launches a new offering aimed at setting the benchmark in simplicity for the category: Frank Heath Insurance.
The Frank project stemmed from GMHBA’s desire to develop a new private health insurance offering centred around simplicity, ease of use and value for money. In contrast to most private health insurance brands – typically laden with terms and conditions, asterisks and caveats – Frank is all about keeping things simple. The brand aims to make organising and understanding health insurance easier than ever before. As such, the Frank website is also suitably simple to navigate and functional, allowing members to quote, join, claim and check entitlements with a minimum of fuss.
Says CEO of GMHBA, Mark Valena: “For GMHBA, Frank has been a fantastic opportunity to push the boundaries of consumer experience within the health insurance category. We are thrilled with Sputniks’ contribution to the project and the way that Frank has turned out.”
For Sputnik the project is testament to the company’s integrated campaign development expertise, with the agency designing and delivering every piece of campaign communications. This included: brand name & id creation; outdoor; radio; web advertising; online video; a highly technical eCommerce website; PR stunt (look out for activity in MX); collateral and direct mail.
Says Stephen O’Farrell, MD of Sputnik: “The Frank launch is the ideal show-case for Sputnik’s full range of integrated campaign development capabilities. We are delighted to have partnered with GMHBA to create such a groundbreaking brand and look forward to seeing their business grow from strength to strength.’
Ed Carveth, Creative Director of Sputnik added ‘It’s very rare that you get the chance to create a brand from scratch. We love the purity of the Frank brand and feel that the work brings a breath of much needed fresh air to a category full of dull clichéd imagery and uninspiring offer based creative work.’
For the media strategy, Sputnik worked with partner agency Carat to plan and buy the launch schedule. Media support kicks off in Melbourne and Sydney today (13th October) targeting the metro, web-savvy 30- somethings most prone to Frank’s charming simplicity and the fantastic price points that the brand offers through a predominantly web offering.
Play the ‘Quick Quote’ radio spot: Frank radio creative_Quick quote.MP3
Play the ‘Tax’ radio spot: Frank radio creative_Tax.MP3
CREDITS
GMHBA
CEO – Mark Valena
Project Lead – Leigh Dewar
Strategy and Innovations Manager – Jonathan Crabtree
Marketing Manager – Deb Peters
Systems Lead – Troy Sheahan
Sputnik
Managing Director – Stephen O’Farrell
Creative Director – Ed Carveth
Head of technology – Nicole Dixon
Group Account Director – Mark Gretton
Planner – Harry Pugsley
Solution Architect – Dimitry Rybkin
Copywriter – Becky Leonhardt
Designer – Justine Fotia
Web Designer – Tracey Fong
Project Manager – Darren Donnelly / Danielle Watt
Lead Developer – Tony Milton
Business Analyst – Mark Smith
Carat
Group Account Director – Adriana Colaneri
Business Executive – Hannah O’Sullivan
16 Comments
From the print ads I sure do hope they’re digital specialists.
oh dear….I think someone should have been frank in reviewing the work.
To be Frank, the print ads are dreadful.
come on..3.20pm – have you seen the state of the health insurance category? i welcome anything with the Grim Reaper in it.
The only winner in this campaign is Stock Photography.
ignore the whiners sputnik – good job all round. I think the stock is funny
Is this a joke? I really hope so
I think its great to see integration work from the customer side up for a change. What appears to be a good new brand built around a solid customer need filtering upwards through to awareness and acquisition rather than a fancy campaign pushing the same old crap. Well done guys
If you join, do you get a free bottle of Gary flavoured milk?
8.51…. What part of the campaign did you work on?
This is a crap version of Colenso’s work for Frank the drink.You’ve blatantly stolen their idea and executed it terribly in another category. It’s like the appalling version of Telecom’s Father & Son ad that GPY&R made for Suncorp.
Is this a new formula – blatantly rip ideas off ideas from good agencies over the ditch and sell them as our own IP here in Australia….
…and then hope nobody notices….
Pretty shit really…
Print ads do look like they were done by a digital dept. low res, stock shots
not much sense of good imagery or how light works with shadows going left and right. but I expect the website worked well
I was at the agency when this campaign was being developed, but left before it went to market.
I won’t comment on whether it is good or bad work, but I will comment on the “Anonymous” comments left here.
If you have something to say, have the guts to publish your name.
Nothing is worse than attacking (rightly or wrongly) an agencies work without putting your name behind it.
S.Sheridan.
Here here Stu! Sputnik’s loss is Visual Jazz’s gain.
Sputnik if this is a showcase of your abilities this is very dissappointing. Better luck next time.
I’m sure that another creative agency in NZ did a “Frank” campaign to recruit new lawyers to a major law firm. Eeekk. Time for a new idea or two?