No one will say that Clemenger’s new campaign for HCF gets their creative juices bubbling. It’s the creative strategy that excites. Australia’s largest not-for-profit health fund, HCF doesn’t have any shareholders to answer to, which means everything it does is about giving more/better value to their members.

The campaign underlines this promise by giving its new ads 60% of the brand’s advertising airtime and OOH advertising for their own use. The campaign, that this introduces new HCF member initiative, Value Ads, is the second iteration of Clemenger’s We Put Our Money Where Our Members Are creative platform.

HCF intends to give a selection of members who want to appear in an ad the chance to do so and has secured more than 6,972 unique ad placements across TV, radio, social, digital, out of home and in-branch to achieve the aim.

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 will 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.

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

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

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 Strategy & 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
Photographers: Andrew Craig & Tracey Lee Hayes 

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