HCF shakes things up with a bold brand refresh and new multichannel campaign via The Monkeys
HCF, Australian not-for-profit health fund, has today revealed a bold brand refresh with a new multichannel, multimillion dollar marketing campaign, launching from 16 May 2016 via The Monkeys.
The brand refresh includes a new visual and verbal identity, new website, a new creative campaign and the roll out of major digital marketing transformation for the established health fund. The brand refresh marks a significant shift for the business, as HCF embarks on a journey to demonstrate true differentiation in the cluttered Private Health Insurance market.
‘Health Comes First’, the new creative platform born out of consumer insight around the demand for an insurer that puts health ahead of profits, will be taken across owned, earned and paid channels including direct member communications, sponsorships and ATL.
The creative platform is being brought to life through a new ATL campaign, titled ‘Health is…’, going live across metro and regional TV, cinema, digital, mobile, print, out of home, proximity, social, point of sale and PR. Demonstrating the importance of health, the creative highlights HCF’s key point of difference among its major competitors, with the powerful statement “Health Is…Not-For-Profit”.
Says Jenny Williams, chief marketing officer, HCF: “The new brand proposition and visual identity allows us to talk about ourselves differently, in a bolder and more memorable way.
“Above all else, in everything that we do, we put our members’ health first. We believe being a not-for-profit is a powerful proof-point for consumers, and this new direction aims to illustrate what this means for our members.”
The new TVC demonstrates a clear shift in creative direction for HCF, featuring a high-energy beat driven soundtrack and bold text overlayed on shots of real Australians, some of whom have conquered serious personal health issues, including a double-amputee surfer, a breast cancer survivor with a double mastectomy, and a professional footballer recovering from a damaged spine.
Says Williams: “Our new creative showcases the health trials and triumphs of some extraordinary Australians, and shows what “Health Is” – something to be valued, invested in and taken seriously. Health is the single most important thing that we have, yet we tend to take it for granted until there is a problem. Health also means different things to different people. The creative also showcase the big and small things that make up health for people.”
The brand refresh comes as HCF continues to grow and expand its digital footprint with the launch of four new lifestyle apps, available to both members and non-members. Designed to assist people in a range of health areas including Exercise (Get Fitter), Mindfulness (Be Happier) Quit Smoking and Nutrition (Eat Better) to follow after the launch.
Says Williams: “Our key brand proposition remain unchanged – we are Australia’s largest not-for-profit, putting members’ health first since 1932. Our new brand campaign will increase awareness of our not-for-profit status and help consumers understand why that is good for them.
“This is another step in the long-term process of transforming the HCF brand, and we will continue to evolve and achieve our vision of making healthcare understandable, affordable, high-quality and customer-centric.”
Creative: The Monkeys
Media: Match
Brand & Segmentation: PUSH Collective
PR: Buchan
Website: Deloitte
Apps: Project Factory
11 Comments
Don’t know how ‘bold’ it is, but I really like the spot.
Fresh this, fresh that, according to the PR blurb. But they’re just words. I’ll make up my own mind, as will the punters. And I suspect they’ll barely notice this, or feel compelled to respond by choosing HCF. Totally generic health insurance advertising that advertises the category, not the brand. And lacks any sort of idea. Otherwise, it’s really great.
I felt like there were two thoughts going on there;
“Empowered Health” and “Your health comes first because we’re not for profit”
If the body of the spot was more aligned to “Your first” that would have been stronger.
I like the production values,…….not sure its differentiated though……….and I think that’s because they didn’t ram home “You first” which is the differentiator amongst Medibank, Bupa who are for profit.
For a CMO who says adverising agencies dont understand martech; shd doesnt unnderstAnd advertsing
it was directed by christopher riggert? but probably not?
I’m with @ confused.
Clearly two conflicting messages in this spot, neither of which are landed effectively.
it reminds me of whiplash, not the movie though- actual whiplash.
Poor
Beautifully produced spot. Music seamlessly weaves it together. Class.
Spoken like a true production company type, 10:28AM.
@looks like – honestly looks like any number of directors could have made it.
Get a good DOP and Editor and boom you have a nicely shot montage.
Beautifully produced thanks to the locations manager’s file pull and a casting agent for real people. Great work on the percussive music that weaves otherwise unrelated images together. Class yes. Difficult, original or standout no.