Revitalising a big brand, with a small word.

When a new challenger entered the market, Southern Cross needed to reconnect with Kiwis in a powerful, authentic way. We achieved this by identifying, and celebrating, the unique cultural relationship New Zealanders have with Southern Cross. Kiwis don't just have health insurance, rather they describe themselves as being 'with' Southern Cross. By embracing this vernacular, the brand can now show that it is right there with New Zealanders as well.

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'With You' is a powerful brand platform that has resonated inside the organisation, and with Kiwis across New Zealand, to reinforce Southern Cross' position as New Zealand's health insurer. 'With You' has the authenticity and insight to make Kiwis cry, laugh and feel everything in-between.

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