NIB is reinventing itself, looking to reach young types not necessarily into health insurance – rather than the 45 per cent of Australians who already have a policy. It ran 20 different messages, influenced by location, targeting gyms and supermarkets on programmatic digital out of home screens with Val Morgan Outdoor. “Rather than focusing on advertising that talks to a joining offer, it was more about who NIB is as a brand,” Marketing Manager Mitch Leman says. That meant reminders to eat healthily, walk further, or exercise longer. It took time but was worth it. With Yahoo location data, VMO’s facial analytics, postcode-level third party data, it hit a “sweet spot of programmatic”, MediaCom’s Nick Thomas says – and he didn’t even work on the campaign. Yahoo’s Andrew Gilbert, Essence’s Katie Rooney and VMO Managing Director Paul Butler unpack NIB’s campaign – and why it’s delivering healthier returns.

NIB is reinventing itself, looking to reach young types not necessarily into health insurance &ndash; rather than the 45 per cent of Australians who already have a policy. It ran 20 different messages, influenced by location, targeting gyms and supermarkets on programmatic digital out of home screens with Val Morgan Outdoor. &ldquo;Rather than focusing on advertising that talks to a joining offer, it was more about who NIB is as a brand,&rdquo; Marketing Manager Mitch Leman says. That meant reminders to eat healthily, walk further, or exercise longer. It took time but was worth it. With Yahoo location data, VMO&rsquo;s facial analytics, postcode-level third party data, it hit a &ldquo;sweet spot of programmatic&rdquo;, MediaCom&rsquo;s Nick Thomas says &ndash; and he didn&rsquo;t even work on the campaign. Yahoo&rsquo;s Andrew Gilbert, Essence&rsquo;s Katie Rooney and VMO Managing Director Paul Butler unpack NIB&rsquo;s campaign &ndash; and why it&rsquo;s delivering healthier returns.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Healthier returns: Contextual, location-powered pDOOH targeting healthy youth without insurance via dynamic creative moves needle for NIB, sets ‘new industry benchmark’

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