Most Aussies have a ‘go hard or go home’ attitude to their health and wellbeing. We’re either on a crash diet, or we’re lying on the couch licking the crumbs out of a share pack of Doritos.
Partnering with health and life insurer AIA for over 5 years, we challenged ourselves to replace Australians’ all-or-nothing mentality with a new, healthier mindset based on small, sustainable habits.
Born from science-backed research that essentially proves ‘good is better than perfect’, All or Something gave AIA a fresh way to stand out in a tired category, and gave Aussies a new motivational mantra to improve their health – one that actually works.
All or Something beats all or nothing
What we did
Product development
Partnership facilitation
Creative strategy
Marketing and channel strategy
Campaign development
Content production
Ambassador strategy
Social and experience activation
Engagement programs
Momentum generated
33%
INCREASE IN BRAND AWARENESS
62%
Increase in brand consideration
2.6M
WORKOUTS COMPLETE aT PARTNER GYMS
1.1M
HEALTH ASSESSMENTS COMPLETE
Direction - All or Something
Our whole lives, we’ve been trained to see our health in black and white. First it was our sporting idols—elite athletes with their million dollar manifestos. Then came the internet with its calorie-counting-crash-dieting #fitspo. All selling the lie that if we can’t give 100%, we might as well give up, right?
But good health doesn’t have to be all or nothing. There’s something in between.
When AIA tasked us with building a brand platform to convince Australians of the power of small healthy habits, we knew we had to ditch the clinical, sentimental health insurance speak. Instead, we looked outside the category and pitted ourselves against the perfection and performance-driven culture that was really driving people’s ‘go hard or go home’ attitudes.
More than a brand platform, we created a new motivational mantra. A refreshing, sustainable mindset that would inspire real behaviour change. All or Something.
Solution 1 - Campaign 2022
To launch the All or Something platform and coach Aussies out of their all-or-nothing attitude, we enlisted AIA’s newest ambassadors at the time, Ash Barty and Steph Gilmore. All or Something launched with a cheeky, motivating TVC starring Barty and Gilmore guiding an everyday Aussie towards small, healthy choices. Then, the two sporting legends turned their attention to the rest of Australia.
The integrated campaign came to life in contextual time-of-day OOH, social, digital and editorial, giving Aussies a rare opportunity to be coached by two of the world’s best athletes – right when they needed it. There was Ash Barty on your phone when you woke up, cheering you on for not hitting snooze. And Stephanie Gilmore on a billboard during peak hour, coaxing you to take a mindful breath in busy traffic.
Alongside our two new coaches, we engaged AIA's existing Ambassadors to promote the All or Something mindset through PR events, social and content – Hamish McLachlan, Laura Henshaw, Shane Crawford and Marika Day, to name a few.
We installed ‘All or Something’ into the Australian vernacular, as a memorable phrase that has inspired a lasting behavioural shift.
Now, when you feel like you can’t ‘just do it’, you can just do a little something. Choose salad over chips. Swap every second beer for water. No time for a walk? Half a walk’s ok.
The campaign raised awareness of Ash Barty and Stephanie Gilmore as AIA's new Vitality Ambassadors, and shifted perceptions from AIA as purely an insurer, to a credible thought leader in the health and wellness space.
Solution 2 - Campaign 2023
Fast forward to its second year, and we doubled—nay, tripled—down on All or Something. We expanded the platform to reach more Australians through changing and rewarding healthy behaviours with a national ‘Small Somethings’ challenge.
Our continued partnership has seen this philosophy gain momentum across AIA’s local and international markets, in everything from comms, to ambassador activity, product development, digital integration, and partnerships.
Three years of consistent messaging has seen continual growth year on year, evident in the 245% increase in unique content hub visitors, over 1.1 million online health assessments, and 2.6 million workouts undertaken in partner gyms. The ‘All or Something' platform changed the game for regular Aussies who believed that ‘go hard’ or ‘go home’ were their only options.
Solution 3 - Community connection
When the 2021 footy season came around, AIA brought on Bullfrog to help build their long-term partnership strategy. But rather than heading to the AFL, we partnered with seven popular clubs directly, in a tactical play to mobilise more engaged fans.
This mutually beneficial partnership would convert club members into Health Insurance members, while offering extra value to diehard footy fans through AIA Vitality. We negotiated key elements of these partnerships with the clubs including player commitments, naming rights, signage and more.
Our next step was to amplify that shared value, positioning both AIA and the clubs as leaders in holistic health. We designed a suite of content to power the moments that matter across the 2021 and 2022 season. 'One-on-one in the Kitchen' and '2 Minute Workouts' drove weekly viewership and audience participation, while ‘Small Steps to the Big Game' and ‘Training Day’ pulled back the curtain on players’ mental health preparations.
Alongside our AFL-focused editorial, these campaigns gained over 2M impressions, 170K engagements and 18K clicks to watch more.
