Southern Cross captures the essence of one small word – ‘with’ in new campaign via True
Southern Cross has launched a new integrated brand campaign aiming to convey a simple message: ‘We’re with you’. The campaign, created by independent Auckland agency True, incorporates TV, print, outdoor, social and digital.
Kerry Boielle, chief sales and marketing officer for Southern Cross’ health insurance arm, said the campaign was about human relationships and the unique partnerships many Kiwis have with Southern Cross: “We want to remind Kiwis, ‘We’re with you’ – as so many are with Southern Cross. We are partners in their health and wellbeing journeys and we wanted to celebrate the relationships that matter most to us.”
The new campaign, shot over two days at multiple locations around Auckland, was born out of a truth about the unique relationship Kiwis have with Southern Cross, said True’s executive creative director, Tim Huse: “Over 800,000 New Zealanders don’t just ‘have’ health insurance – they say they’re ‘with’ Southern Cross. It’s a small but meaningful distinction that is heard every day in conversations at doctor’s surgeries, hospitals and beyond.
“Therefore ‘with’ is at the heart of the campaign and we believe it encapsulates the essence of Southern Cross’ enduring connection with Kiwis that others cannot own.”
Agency: True
Creative: Tim Huse, Jane Langley, Neill McAlpine
Group Account Director: Samantha Parsons
Account Director: Ashleigh Badenhorst
Producer: Casey King / Amanda Chambers
Film Production: Good Oil
Director: Adam Stevens
Executive Producer: Andrew McLean
Editor / Post Director: Luke Haigh
Music: Cam Ballantyne
Sound: Liquid Studios
Post-Production: Blockhead – Nigel Mortimer
Motion Designer: Kyle Stoffberg
Facilities / Post Manager: Adriana Arriaga
7 Comments
bleak
So descriptive, keep up the good work. Thanks for the future outlook of tourism in NZ and the world in general. Hope you’re not one of many who have lost jobs over the last couple of months.
Yeah, @tone, how dare you have a personal point of view. How dare you not have a social media like facade of saying everything is nice. How dare you say such a thing when we’re in such a terrible place at the moment. How dare you not express your hatred of Trump. How dare you not take a knee. How dare you!!!!
I just don’t recognise any truth in this. ‘Southern Cross’ has long-been a euphemism for health insurance (just like we used to hoover the carpet). It’s a great place for a brand to be. But when I say I’m with Southern Cross it’s not in any way a declaration of love, nor should it be intended that I see myself in a partnership with Southern Cross. I’m just saying ‘I have health insurance’. So for me, sadly, the ad fails because the insight is off.
Hello there.
Do you know who the guy is at 9 secs in and 53 seconds (with the dog). I’m sure I went to school with him (Waimea College, class of 95) and I’m sure he has the same name as the executive producer , Andrew McLean…?
Nah bud. His name is Tom Easden.
This is the Blade Runner of Insurance ads.
Reminds me of “I’m with the Woolwich” a brilliant ad from Blighty in the Bloody Brilliant 80s.
Does anyone know why after 6 months the agency haven’t put this up on their Work on their web page but have a couple of nice riffs about “chups and bickies”.