Health insurance brand nib has launched a new brand campaign, 'Potentially Amazing', as part of its strategic repositioning as a total health partner for its members, shifting from a 'payer to partner' model.

Created by Dentsu Creative, the new campaign aims to highlight the range of products and benefits available to nib members, from travel to NDIS services, using humour to explore the potential benefits of fully utilising a nib membership.

Head of Marketing & Digital at nib, Chris Donald, said: "As we expand our product and service offering, we wanted a creative platform which would expand the perception of nib – for both our members, as well as the broader community. When the team at Dentsu brought “Potentially Amazing” to us, we knew we had an idea that was engaging, enduring and lifted the brand to match our ambition".

The campaign is designed to engage existing members by reminding them of their membership benefits and encouraging them to use more of them.

Chief Creative Officer at Dentsu Creative, Ben Coulson, said: "Our last campaign took the first step towards establishing nib as Australia’s premier health partner. This one kicks the door down and does a bomb in your pool. Figuratively and literally."

The campaign has rolled out across TV, cinema, radio, digital video, out of home, digital display and social.