HCF Continues to Rewrite the Category Rulebook By Giving Members Their Airspace, in a New Campaign by Clemenger BBDO
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 th 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.
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.
