HIF launches something very ‘hifferent’ in new national campaign via Perth agency Gatecrasher
The Health Insurance Fund of Australia (HIF) has launched a new brand campaign featuring a friendly brand ambassador with four legs and a tail. The campaign created by Perth agency Gatecrasher, positions HIF as ‘Your health’s best friend’ and speaks to core brand themes such as valuing loyalty and standing by Members when it counts.
This is the agency’s first work for the client since winning the account last year and spending the past 5 months honing the campaign.
Says Adam Barker, Gatecrasher: “It was a great brief from the start, and so much fun to work on. The organisation is incredibly progressive and likes to do everything differently. The problem we were given was to gain awareness and differentiation in a marketplace which is just an alphabet soup of depersonalised company acronyms.
“Our solution was to create brand linkage through a loveable, caring character who was both an embodiment of the brand’s essence, and a strong branding device by virtue of his name ‘Hif’.”
Says HIF Marketing Manager Nikki Atack: “We’ve been delighted with Gatecrasher’s process and we’re thrilled with the end result. We believe the key messages underpinning the new creative strongly reinforce all the important things that HIF does so well. We hope Australia will love Hif as much as we do.”