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.”

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.

https://www.youtube.com/watch?v=Ro7YboB71Zs&feature=youtu.be

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. 

Sydney, Australia – As an extension to the organisation’s “Uncommon Care” health platform, not-for-profit health fund HCF has launched its newest multi-platform campaign, centered around the message that sometimes, our everyday mundane actions are to be considered as uncommon health insurers.

https://youtu.be/F7O9WytxicI

Conceptualised alongside creative agency Clemenger BBDO, Ant Phillips, creative director at Clemenger BBDO stated that the campaign lives by the message of whether it’s a last-minute floss to trick the dentist, or wishing you didn’t have to de-robe in front of a fully clothed stranger, when it comes to our health, there’s a lot of stuff we all have to go through.

“This campaign is grounded in the common human truths we all relate to, contrasted with what makes HCF an uncommon health insurer. Being a not-for-profit they can do things a little differently and genuinely offer things other health insurers can’t,” Philips said.

https://youtu.be/JD4AU3tU_nA

The campaign is built on the proposition of HCF being able to serve its more than 1.75 million members, with industry-leading health and wellbeing programs, services and tools to help members live happier and healthier lives, while striving to keep the cost of health cover as low as possible. 

For Tatiana Papavero, head of advertising at HCF, noted that while the journey through life is something we all have in common, at HCF, they like to bring everyone the uncommon and this new campaign explores that in a humorous and human way.

“The Uncommon Care platform is an organisational belief at HCF. It means putting people before profit. We know we’re not a typical health fund – we genuinely want our members to get great value cover and to know that when it comes to health, they can always count on us to go that extra mile to deliver outstanding experiences,” Papavero said.

Meanwhile, Jim Gall, CEO at Clemenger BBDO, commented, “We’re really proud of this work and the partnership we’ve forged with HCF since being appointed late last year. As Australia’s largest not-for-profit health insurer, HCF has so many incredibly positive stories to tell. I am confident this campaign is the beginning of an exciting creative journey for both businesses.”

The campaign launched this week with executions across TV, OOH, radio, social, digital and in-branch. This also marks the first work from Clemenger BBDO, recently appointed as HCF’s creative agency of record.