Not-for-profit health fund HCF is giving 60% of its airtime and OOH advertising to its members to use as they want, via a campaign by Clemenger BBDO.
The Value Ads initiative, the second iteration of the “We Put Our Money Where Our Members Are” creative platform, has secured 6,972 unique placements across TV, radio, social, digital, OOG 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 about HCF’s Thank You, Jemma uses her national TV time to thank her doctor for her liver transplant and show the medals she won at the Transplant Games.
Other member stories include 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 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,” said Clemenger BBDO executive creative director Tristan Graham.
CREDITS
Client: HCF
General Manager - Marketing: Tatiana Papavero
Head of Brand and Content: Lindsay Carter
Senior Brand and Sponsorship Manager: Patricia Wade
Senior Marketing Manager: Alexandra Roche-West, Zac Hancock
Senior Campaign Manager: Laura Entwistle
Marketing Manager: Tegan Brown
Marketing Specialist: Stephanie Halbisch
Assistant Brand Manager: Laura Hart
Senior Media Manager: Jessica Adler
Media Manager: Samuel Stacker
Creative Agency: Clemenger BBDO
Chief Strategy & Experience Officer: Simon Wassef
Executive Creative Director: Tristin Graham
Group Creative Director: Anthony Phillips
Senior Creatives: Ellie Dunn, Hugh O’Connor
Strategy Partner: Brooke Thompson
Strategy Director: Milica Djurovic
Managing Partner: Georgie Winton
Group Business Director: Natalie Robinson
Business Manager: Genevieve Bowes & Jack Maclean
Account Coordinator: Millie Cheshire
Executive Producer: Karolina Bozajkovska & Alana Teasdale
Junior Producer: Alexandra Egan
Executive Director of Digital: Claire Bisset
Digital Producer, Made This: Meera Srikanth
Interactive Designer, Made This: Claire Johnson
Media: Spark Foundry
Production Company: Good Oil
Director: Dave Wood
DOP: Danny Ruhlmann
Executive Producer: Simon Thomas
Producer: Lee Thomson
Photographer: Andrew Craig
Post House: Arc Edit
Editor: Drew Thompson (Phase 1) & Laurence van Camp (Phase 2)
Online Editor: Jamie Scott (Phase 1)
Colourist: Ben Eagleton
Sound: Squeak E. Clean
Sound Engineer: Paul Le Couteur
Casting: Citizen Jane
Casting Director: Natalie Jane Harvie
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