HCF continues to rewrite the category rulebook by giving members their airspace in new campaign via Clemenger BBDO Australia

As one of Australia’s largest not-for-profit health funds HCF doesn’t have any shareholders to answer to, which means everything it does is about giving more/better value to its members. Now, HCF is using its 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.

The HCF Value Ads initiative is the second iteration of the “We Put Our Money Where Our Members Are” creative platform via Clemenger BBDO.

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.

Says Tatiana Papavero, general manager, marketing, HCF: “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.”

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

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: Tracey Lee Hayes
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