Medibank Case Study

Medibank, a leading Australian private health insurer, sought to modernize its image and deepen customer connection. The challenge was replacing their decades-old iconic jingle with a flexible, contemporary sonic system. The goal was to establish a consistent, recognizable, and emotionally resonant auditory presence across a rapidly expanding ecosystem of digital and physical touchpoints.

Create a comprehensive new sonic identity for Medibank that effectively embodies three core brand pillars: Caring, Inspiring, and Courageous. This identity needed to be fully scalable for consistent use across all Medibank customer touchpoints and prominent in advertising.

The strategy was to evolve Medibank’s positive heritage associated with the '80s jingle "I Feel Better Now" into a modern sonic language. We developed a complete music suite, anchored by a single sonic logo, for immediate recognition and seamless integration across diverse media. The mandate was absolute consistency: the identity must feature on all advertising campaigns throughout the year and across every touchpoint to maximize high-frequency exposure and brand recall.

The execution translated care and sophistication into sound. The core sonic logo and a full suite of brand tracks were recorded by a string quartet drawn from the Melbourne Symphony Orchestra (MSO). This use of high-quality, real instrumentation provided a human, emotional texture, directly reflecting the Caring pillar. All music utilized the identical sonic palette and melodic motifs of the mnemonic, ensuring instant and consistent identity conveyance whether a customer heard the full track or just the final sting.

The sonic identity was embraced across the organisation, becoming a constant in Medibank’s campaigns, closing nearly every ad and quickly building recognition. It extended into app notifications, video intros, customer service hold music, and physical locations. The result was a powerful sonic asset that strengthened brand recognition, deepened emotional connection, and boosted media efficiency through one distinctive auditory signature.