As Australia’s largest not-for-profit health fund, HCF doesn’t have any shareholders to answer to, which means everything they do is about giving more/better value to their members. HCF has received more Canstar Awards than any other health fund, [based on the number of Canstar National and State-based Health Insurance Awards from 2008 to 2023]. Members also got the lowest average rate rise of the 5 largest health funds and receive a range of Health and Thank You programs.
Now, HCF is using their advertising to bring members even more value. Through the creation of a new member initiative—“Value Ads”—HCF is inviting members to take over 60% of the brand’s advertising airtime and Out Of Home advertising such as advertising on bus stops or in shopping centers, for their own personal use.
The HCF Value Ads initiative is the second iteration of the “We Put Our Money Where Our Members Are” creative platform via Clemenger BBDO.
HCF’s ambition with the new initiative is to give a selection of members who want to appear in an ad the chance to do so. To help with this, over 6,972 unique ad placements have been secured across TV, Radio, Social, Digital, Out Of Home and In-Branch.
In one TV ad for HCF Life Protect life insurance, Kurt, an underwater metal detectorist, is using his airtime to try to reunite a wedding ring he found at the bottom of Empress Falls, NSW with its owner. In another ad about HCF’s Thank You program, Jemma uses her national TV time to thank her doctor for her liver transplant and show them the medals she won at the Transplant Games.
The real member stories keep on coming, with a pregnancy reveal, a wrestler showing off his biceps, a would-be film star’s audition tape, as well as kids showing off their scooter moves and yoyo tricks.
HCF General Manager, Marketing, Tatiana Papavero said, “At HCF we’re always looking for new and innovative ways to bring value to our members. We needed to hone in on the value members are seeking in a meaningful way. Consumers want enduring value, something this campaign shows HCF delivers in spades. We’re so excited to share some of our fantastic members’ stories in this positive and authentic way.”
“HCF is going from strength to strength in terms of brand salience and likeability—proof that when you have a clear point of view on the world, and a unique way to bring that view to life creatively, it’s easy to create effective, breakthrough work,” Clemenger BBDO Executive Creative Director, Tristan Graham said.
“Value Ads”, phase two of the HCF ‘We Put Our Money Where Our Members Are’ creative platform, launched on 12 May.
Credits:
- Client: HCF
- General Manager – Marketing: Tatiana Papavero
- Head of Brand and Content: Lindsay Carter
- Senior Brand and Sponsorship Manager: Patricia Wade
- Senior Marketing Manager: Alexandra Roche-West, Zac Hancock
- Senior Campaign Manager: Laura Entwistle
- Marketing Manager: Tegan Brown
- Marketing Specialist: Stephanie Halbisch
- Assistant Brand Manager: Laura Hart
- Senior Media Manager: Jessica Adler
- Media Manager: Samuel Stacker
- Creative Agency: Clemenger BBDO
- Chief Strategy & Experience Officer: Simon Wassef
- Executive Creative Director: Tristin Graham
- Group Creative Director: Anthony Phillips
- Senior Creatives: Ellie Dunn, Hugh O’Connor
- Strategy Partner: Brooke Thompson
- Strategy Director: Milica Djurovic
- Managing Partner: Georgie Winton
- Group Business Director: Natalie Robinson
- Business Manager: Genevieve Bowes & Jack Maclean
- Account Coordinator: Millie Cheshire
- Executive Producer: Karolina Bozajkovska & Alana Teasdale
- Junior Producer: Alexandra Egan
- Executive Director of Digital: Claire Bisset
- Digital Producer, Made This: Meera Srikanth
- Interactive Designer, Made This: Claire Johnson
- Media: Spark Foundry
- Production Company: Good Oil
- Director: Dave Wood
- DOP: Danny Ruhlmann
- Executive Producer: Simon Thomas
- Producer: Lee Thomson
- Photographer: Andrew Craig
- Post House: Arc Edit
- Editor: Drew Thompson (Phase 1) & Laurence van Camp (Phase 2)
- Online Editor: Jamie Scott (Phase 1)
- Colourist: Ben Eagleton
- Sound: Squeak E. Clean
- Sound Engineer: Paul Le Couteur
- Casting: Citizen Jane
- Casting Director: Natalie Jane Harvie
About Clemenger BBDO
Clemenger, part of the BBDO network, is an Australian creative and innovation company with offices in Sydney and Melbourne. We wield creativity as a force for change, to reframe norms and to rethink accepted wisdom. We live by our proposition – Rewrite the Rules – born of the conviction that we can change the rules holding businesses, brands and people back from growth and greatness. Today we are a union of diverse practitioners. From innovation to communication. From data to design. We rewrite the rules to create platforms for brands and businesses to grow. And we realise the value of those platforms across communications, media, technology, experience and culture.
