Sunday, December 22, 2024

HCF Gives Members Their Airspace, In A New Campaign By Clemenger BBDO

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Through the creation of a new member initiative, ‘Value Ads’, via Clemenger BBDO, HCF is inviting members to take over 60 per cent 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.

“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,” said Tatiana Papavero, HCF general manager, marketing.

“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,” said Tristan Graham, Clemenger BBDO executive creative director.

‘Value ads’, phase two of the HCF ‘we out our money where our members are’ creative platform, launched on 12 May.

 

Credits:

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 atrategy & 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: 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

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