HCF launches brand platform with a 'not-so-fancy' giveaway from Clemenger BBDO

29 March 2023
 

Creative Agency: Clemenger BBDO

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'We Put Our Money Where Our Members Are'.

HCF has launched a brand platform, We Put Our Money Where Our Members Are, in new work from Clemenger BBDO that highlights the benefits HCF offers as an Australian not-for-profit health fund.

As households face increasing cost of living pressures, the campaign shows Australians that HCF is not their typical health fund—choosing to provide health cover and support to members over profits to shareholders. 

At the centre of the campaign is a not-so-fancy promotion–instead of running a big, expensive giveaway to woo new customers, HCF is offering new members free things from around their office - from pet rocks to odd socks and everything in between.

A documentary-style hero film follows HCF employees as they scour their desks for things they can give away to entice new customers, while 18 other films extend the promotion across television and social, alongside a national outdoor buy.

The tongue-in-cheek campaign continues to point-of-sale, with HCF giving away their ‘gifts’ to new customers in branches across Australia as well as ‘PDF gifts’ for those who sign up online.  

Tristan Graham, executive creative director at Clemenger BBDO, said: “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.” 

HCF is putting the money saved back into member benefits, including the creation of a new HCF Women’s Health Hub and Victor Chang heart screening activations.

Tatiana Papavero, head of advertising and operations at HCF, said: “The new platform is a true reflection of the unique value HCF offers our customers.

"The campaign itself allows us to connect with people in a humorous way, and poke fun at ourselves and our industry.”

The campaign will run across TV, radio, OLV, OOH, social, digital, and native placements. 

 

Credits:

Client: HCF

Head of Advertising and Operations: Tatiana Papavero

Senior Marketing Manager, PHI: Amelia Deakin

Head of Brand and Content: Lindsay Carter

Senior Brand and Sponsorship Manager: Patricia Wade

Marketing Manager, PHI: Katie Reinbott

Marketing Specialist, PHI: Amy Sutevski

Senior Marketing Manager, Diversified: Alexandra Roche-West

Marketing Manager, Diversified: Susana Gutierrez Hoyos

 

Creative Agency: Clemenger BBDO

Media: Spark Foundry

Media: Mindbox

 

Production Company: Scoundrel

Director: Ric Cantor

DOP: Germain McMicking

Executive Producer: Kate Gooden

Producer: Isabella Vitelli

Photographer: Tracey Lee Hayes

Photographer: Andrew Craig

Post House: The Editors

Editor: Mark Burnett

Online Editor: Eugene Richards 

Colourist: Ben Eagleton

Sound House: Rumble Studios

Sound Designer: Liam Annert

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