Insurer AIA rolled out a campaign in Australia starring new AIA Vitality Ambassadors Ash Barty and Stephanie Gilmore (as well as other athlete endorsers including diver Anabelle Smith and yoga influencer Sarah Piotrowski who have been recruited to coach Aussies out of their ‘all or nothing’ approach to sport, health and wellbeing.
The ‘All or Something’ brand campaigned, created in partnership with agency Bullfrog, sees the insurer teamed up with the WTA world number one tennis player Barty and winner of seven surfing world titles Gilmore to coach Australia into a more sustainable and attainable approach – All or Something.
‘All or Something’ is the latest effort from AIA Australia to further raise awareness of disease prevention through lifestyle change and it rewards members for making healthier choices.
The work sees the two sporting legends coach Australians, appearing at relevant times throughout our day, to remind people of the ‘small somethings’ – such as running for a few minutes, walking the rest of the way, taking a mindful moment to breath or choosing a side-salad over chips at the pub – which can make a long term difference to their health.
The marketing push spans broadcast television, contextual OOH, plus social, digital, CRM and PR strands.
The campaign is led by a hero commercial, titled ‘Ash Barty And Stephanie Gilmore Go All Or Something With AIA’, which rolled out from 3 March and sees Barty and Gilmore coach one man out of his ‘all or nothing’ attitude before turning to the nation with the copy line ‘Get ready Australia, now it’s your turn’.
AIA Australia CEO Damien Mu explained: “At AIA, we’re passionate about helping Australians to live healthier, longer, better lives. In order for this to be possible, Aussies need positive physical and mental wellbeing, and this starts with the right mindset when it comes to choosing healthy lifestyle behaviours. All or Something is a refreshing evolution from the traditional black-and-white approach when it comes to diet and exercise. By empowering Australians to focus on the small somethings, life becomes more enjoyable and healthier habits are sustained.”
AIA Chief Marketing Officer Stephanie Phillips added: “AIA and Bullfrog have worked closely together to bring this campaign to life. We believe that our vision for Australia to be the healthiest and best protected nation in the world can in fact become a reality, and our All or Something campaign will be instrumental in this occurring.”
“Growing up, all our sporting heroes (and their big-time sponsors) stood on this pedestal, preaching the old ‘no pain no gain’ attitude. So we’re left thinking, ‘well if I can’t give 110% I might as well give up,'” commented Bullfrog CEO Dalton Henshaw. “But this new mindset gives us permission to be human. It’s not about health kicks or cheat days, it’s about a lasting behavioural shift.”
Bullfrog Creative Director Dan Sparkes added: “I think a lot of people (myself included) currently resonate with that old school approach to health, and could do with a new one. And it’s been a pleasure to see the effect of this campaign – even before it hits the public. From the Bullfrog team, to production partners and ambassadors, everyone’s started noticing those ‘All or Something’ moments in their own lives. Only now, when we feel like we can’t ‘just do it’, we just do a little something.”
Comment
This is something of a refreshing departure from the traditional ‘go hard or go home’, ‘win at all costs’ sports themed campaigns we have become used to in the last decade or more.
It is part of a wider move amongst health, fitness and sports brands to focus on a more rounded attitude towards athletics participation and the mental wellbeing benefits of sport – another recent example of this approach being Powerade’s new ‘Pause Is Power’ global brand campaign.
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