Australia – Health insurer HCF, in collaboration with creative agency Clemenger BBDO, has launched a new brand platform titled ‘We Put Our Money Where Our Members Are’, to prove that it offers unique benefits as Australia’s largest not-for-profit health fund.
HCF’s new brand platform comes with a 90-second clip showing HCF employees getting things from their desks so they can have a giveaway to attract new customers. These not-so-fancy ‘gifts’ will be offered to new customers in branches across Australia if they will sign up online.
The campaign also aims to prove that HCF is not their typical health fund since it provides great value health cover and support to members over profits to shareholders.
Tatiana Papavero, head of advertising and operations at HCF, said that the new platform is a true reflection of the unique value that HCF offers to its customers, and the campaign allows them to connect with people in humorous way.
Tristan Graham, executive creative director at Clemenger BBDO, added, “The idea for this campaign was born during a casual call we were having with a few of our clients. It’s proof that collaboration really is key to creating brave, category-challenging work.”
Other works from the campaign will run across TV, radio, OLV, OOH, social, digital, and native placements.
