Australia – HCF, an Australian not-for-profit health fund, has launched an initiative called ‘Value Ads’ which 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 initiative, launched alongside Clemenger BBDO, has the 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.
The HCF Value Ads initiative is the second iteration of the “We Put Our Money Where Our Members Are” creative platform.
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.
Tatiana Papavero, general manager of marketing at HCF, 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.”
Meanwhile, Tristan Graham, executive creative director at Clemenger BBDO, commented, “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.”
