At last!! – an Australian health insurance campaign with the appeal it needs to have to succeed. Young people, in particular, are deserting private health insurance and the pervasive attitude to private health insurance is sour. This campaign by Leo Burnett Melbourne for HBF has the honesty, humour and message (not to mention perfect tone and manner) that could overcome both.
The campaign is built around a reimagining of the classic Bonnie Tyler hit, Holding Out For a Hero, in which the brand’s quokkas star in an uplifting, ‘80s-inspired music video pleading for Aussies to “hold out for a zero” because anything else is “a quokka sh!#”.
The new campaign follows the launch of HBK’s Don’t settle for a quokka sh!# platform earlier this year and highlights health insurer’s 0% premium increase in 2020 at a time when other major health insurers are following through with their premium increases, despite the fact that many Aussies are doing it tough right now.
It is supported by TV, influencers, display. The extended 60-second lyric video will be shared across social and YouTube.
David Greig, general manager of HBF East Coast, stated, “We wanted to point out that, amongst health insurers, we really stand apart in the way we are supporting members during a challenging year. While our main competitors have pushed ahead with increasing premiums or have postponed increases for just a select group of members, we have cancelled our 2020 premium increase for everyone. This is what it means to be an organisation that truly puts members first. As a challenger brand, we just couldn’t resist the opportunity to make this point in our own inimitable way.
“The minute we saw Holding out for a Zero, we knew this was the idea to take to market – big, bold and uplifting.”
Holding out for a Zero is the fourth instalment from Leo Burnett and HBF. Leo Burnett won the business in a competitive pitch in December 2019, when HBF, Western Australia’s leading health insurer, decided to take its successful formula to the Eastern Seaboard. Leo Burnett enlisted the help of WA’s most famous residents, the quokkas, to launch the brand and set the provocative challenge that people shouldn’t settle for a “quokka sh!#” when it comes to health insurance.
Leo Burnett creative director, Michelle Walsh, commented, “2020 has been a tough gig for all of us so it was nice to be able to help HBF take it to the category and deliver some good news for a change. The fact we got to do it with a bunch of singing quokkas was an absolute gift! We hope the spot gives Aussies as much light relief as the 0% increase itself.”
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Directors: Jim Walsh & Michelle Walsh
Director of Integrated Strategy: Ilona Janashvili
Group Account Director: Kate Silver
Project Lead: Amanda Nicoll
Account Manager: Tessa Symon
Senior Broadcast Producer: Eliza Malone
Production: Mighty Nice
Executive Creative Director & Animation Director: Darren Price
Executive Producer: Tina Braham
Sound: Bang Bang
Engineer: Sam Hopgood
Music: Squeak E. Clean Studios
Client: HBF East Coast
General Manager: David Greig
Brand Lead: Maham Mahmood
Acquisition Lead: Jessica Albanese
Performance & Analytics Specialist: Sam Coughlan
Marketing Coordinator: Hollie Doherty