Insurance company Australian Unity has recently launched a campaign aimed at tapping into a younger, female market by creating a blog for a personality called “Zoe” who updates her blog, hosted by Australian Unity, on matters of daily life and how the company can help make her life easier.
The senior marketing manager, Natalie Sneddon, stated that “we wanted to show that Australian Unity Health Insurance is useful and practical and that we’re easy to deal with. It acknowledges what the target currently thinks about the category and offers a solution”
The “blog-style” pots have also been translated into a 30 second TV ad:
Australian Unity has realized that women and social media go hand in hand, but we question if they employed this idea correctly. Zoe’s blog posts, which can be found here, are a little dull and don’t really say new or engaging. This is the entirety of one “blog post”:
“Patience is a virtue apparently. Not in my book or blog in this case. We are living in the age of instant gratification after all. So waiting isn’t my strong suit. Particularly when I’m rushing to a meeting and public transport isn’t the answer. I don’t like wasting money on short taxi trips, but who has time to wait?
The folk at Australian Unity know that we don’t do patient. So their latest offer of claiming immediately on many extras ticks all the boxes.”
The blog posts a establish tenuous links between a made-up situation in this “it-girl’s” daily life and the insurance company, health insurance for that matter. Maybe it would be far interesting to read about quirky facts and news stories that relate to the company’s message, health insurance happy endings, why they are better than their competitors for young women, as is I doubt many people will follow this blog with bated breath.
We applaud them for a least attempting to capture the younger female market ( who would rather spend their money on shoes than insurance). We had to do a lot of hard work to find out what the company actually did offer .. maybe Zoe will tell us more in stage two , once she is our friend..
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