HCF dials up the humour in new end of financial year promo campaign via Momentum Worldwide
Health insurance provider HCF has launched its new end of financial year promotional campaign developed and managed by specialist total brand experience agency, Momentum Worldwide.
The market is crowded with a wave of healthcare messages fighting to attract the attention of people under 31 who need to take out a policy before they get hit with the Lifetime Health Cover loading. In line with its member centric positioning, HCF is leveraging their warm and approachable brand personality by dialing up the humour.
The campaign running throughout the month of June comprises of TVC, digital, out-of-home and in-branch media.
The HCF Fun Machine is a vending machine full of thousands of gifts. New members joining in June get to choose their favourite gift. By encouraging consumers to get in quick to get the best pick of gifts, HCF is creating a sense of urgency and action.
The TVC has been directed by comedy director Gary John and shows three gifts inside the Fun Machine as they compete to be chosen.
Says Jenny Williams, CMO, HCF: “The health insurance market is full of so much noise, we wanted to offer customers something different. Because our brand is member focused, we wanted to go out with a promotion that gave the power of choice back to our members. It’s a change from what we’ve done in the past. It’s been lots of fun to create.”
Says Jon Kelly, creative director, Momentum: “Healthcare for a 31 year old is about as low interest as it gets, a grudge purchase if there ever was one. So we wanted to have a little bit of fun and not take ourselves too seriously. And Gary John is the perfect director to do just that.”
This is combined with Match Media’s innovative media buy.
Says Russell Dowse, client director, Match: “In a hugely competitive space, at a crucial time we need to outsmart rather than outshout by utilising data to pinpoint the target audience in the right mindset. We are feeding relevant content to them at the moments that matter to increase conversion. This includes using innovative TV sync technology to provide a second screen programmatic approach that will intercept the target audience and help us gain market share. In addition we are partnering with Mi9 and Tipstone on new data targeting solutions.”
Client: HCF
Agency: Momentum Worldwide
Production Company: Photoplay Films
Media: Match Media
8 Comments
Comedy?!
cute spot, its working quite hard for a retail idea
Sorry, this is not “working hard”. It’s a mess and almost incomprehensible.
Stick to what you are good at Momentum
I actually like it!
A sneaker eating chips?
Apart from the 10 cent production design, horrible performances, unlistenable sound mix and complete lack of laughs, it’s kind of okay.
Well ,it is laughable, but not in the way they intended.
I guess HCF can now stand for “How Comedy Failed”. This ad is unmemorable and doesn’t hit any target and certainly isn’t funny.