HCF brings not-for-profit message to life in new ‘Profit Hungry’ campaign via BWM Dentsu
HCF, Australia’s largest not-for-profit health fund, has today launched new advertising creative featuring a range of characters that don’t understand the concept of putting people before profits, titled ‘Profit Hungry’, the debut work of newly appointed agency BWM Dentsu, Sydney.
The new campaign aims to communicate HCF’s not-for-profit status and the proposition that ‘your health shouldn’t be for profit’, differentiating the health fund from the other large players in the market. The new creative will feature on TV and digital in 30″, 15″ and 6″ formats as well as outdoor and radio, bringing to life the idea that profits are used to support members rather than shareholders.
The ‘profit hungry’ characters are horrified to learn that HCF uses its profits to give back to members and offer them more benefits from their health insurance.
This is the first new creative from HCF since May last year, when the brand launched ‘Imagine a world where health comes first’. The ‘Profit hungry’ creative is the first time HCF has stepped away from the ‘Health Comes First’ platform from the brand relaunch in May 2016, and recognises the evolution of the brand during this time.
Says Danny Saksida, BCF chief officer – business growth: “The new creative marks an important step in the evolution of the brand since the relaunch almost two years ago. Having consolidated our brand position as the health fund that puts your health first, it is time to make our not-for-profit status meaningful to consumers.
“The ‘Profit Hungry’ campaign demonstrates how we use our profits to benefit our members. We are a unique major player in the health fund landscape. Being not-for-profit means that we don’t answer to shareholders, we answer to our members and they are our focus. We believe that your health should not be for profit.”
Agency: BWM Dentsu
Production Company: Goodoil
Director: Matt Kamen
Producer: Catherine Warner
Executive Producer: Sam Long
Art Director: Neville Stevenson
Editor: Dan Lee
Post: The Butchery
Sound: Nylon Studios
Media: Blue 449 and Mindbox
11 Comments
Nice work!
Bigger than Bupa?
Just askin’
I like it
Nice. Why no creative or production credits?
Finally, some proper well-conceived well-executed work for this brand.
So as a not for profit, it’s ok to engage an expensive agency to shoot a cliched spot and air it on the most inefficient channel. I’m guessing the marketing dept all took a pay cut to fund this nonsense? All health funds jack up their prices in Jan, HCF is no different. Great to know as a HCF member, my extra fees will go towards such stand out work.
Digital is far more inefficient than TV.
All health funds jack up their prices because all PHI prices are reviewed and approved by the government. It’s called community rating, and it’s the mechanic that helps old, sick people have access to health care. HCF has amongst the lowest marketing budget of all the majors and while they can’t offer lower prices, they do way more stuff to support their members.
It’s great to see a semi decent ad being made in Australia after a pretty dismal year.
In lieu of being sucked into your argument ‘Not for BS’, kindly fuck off.
Do you seriously think that a funny, memorable TV ad that is stands out in the category and highlights the brand’s point of difference is going to get new customers? I mean really?
This is a serious product, it needs a serious ad that points out how serious and important people take their health. It needs a montage of Australians from all walks of life doing amazing things with their families and friends with a beautiful, folksy soundtrack.
Then it needs an influencer led digital engagement campaign asking people to share what matters the most to them with the winners receiving a warm, non-sexual cuddle from that influencer.
TV, Idea, meh.
Is that Belgo in the pool?