Southern Cross Health Insurance (SCHI) has announced the appointment of TBWA/NZ as its lead creative advertising agency, with head of marketing & engagement Regan Savage saying it has “cleverly tapped into the critical role that SCHI plays in New Zealand’s health system and employee benefit market.”
TWBA/NZ will replace True, which had worked with Southern Cross Health Insurance for the past three years and decided not to take part in the competitive process.
Savage said that True had contributed a lot to SCHI’s messaging over recent years, and had played a significant role in the development and launch of its new WITH platform and care benefits.
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“We’re proud of the work we’ve delivered in partnership with True, which recognises the unique and enduring relationship we have with our members,” Savage said.
“The agency played a lead role in establishing our current ‘With you’ brand platform - an expression of what it means to be a Southern Cross member and a reminder that we support them when they need it most.”
“Most recently we launched Cancer Cover Plus and the CareHQ virtual GP service, and, with True’s support, we have been able to show how Southern Cross offers more value through innovations like these,” Savage added.
“TBWA/NZ will be continuing to build on our ‘With you’ platform, bringing fresh thinking and momentum to proving how Southern Cross supports our members throughout their lives in modern Aotearoa New Zealand.”
The new appointment follows Southern Cross Travel Insurance (SCTI)’s announcement of its partnership with Havas NZ, which will develop advertising and messaging for Southern Cross’s travel insurance arm.
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SCTI head of sales, product and marketing Nick Bassett said the partnership would look carefully at what travel means in today’s climate, and how customers can respond to difficult and unexpected circumstances.
“Our customers are taking longer trips than they were before the pandemic and we want more Kiwis to be excited about planning their next trip,” Bassett said. “Our campaign had to be developed in such a way that it could be flexible and respond to potential disruption to travel destinations and reflect the reasons why people are so excited to travel again.”
“In recent months, there has been an increase in advertising spend from travel and tourism operators but we believe SCTI is the first travel insurer to launch a media campaign since borders closed,” he added. “This is something we’re really proud of.”
