In September 2020, with young people deserting private insurance and general unhappiness about the cost vs reward ratio, Leo Burnett Melbourne and private health insurer, HBF, produced a campaign with honesty and humour…and singing quokkas. The hero commercial featured a quokka version of Bonnie Tyler’s hit, Holding Out for a Hero.
The campaign was a hit and now HBF’s quokkas and professing their undying love for HBF to Foreigner’s classic hit, I Wanna Know What Love Is.
Louise Ardagh, general manager marketing and member engagement, HBF, stated, “Having a wholly member, not shareholder, agenda is the critical difference that sets us apart from the big ‘for-profits’. And, while this brand campaign is a lot of fun, it underscores a really important message – that we’ll always look after members in the moments that matter.”
Kate Silver, general manager, Leo Burnett Melbourne, added, “The impact of the quokkas on strengthening our east and west coast footprints has been profound. It’s been great to grow the brand via humour and not worthiness and we’re confident this next instalment will entertain once again.”
An extended 60-second karaoke-style lyric video will be shared across social and YouTube. Buddy the Quokka will also be making radio and TV appearances through sponsorships with Nova Entertainment and Channel 7’s new show, The Voice Generations.
Credits:
Client: HBF
General Manager Marketing & Engagement: Louise Ardagh
Senior Manager Brand: Louisa Ross
Brand Manager: Amie Taylor
Brand Coordinator: Hannah Carlisle
Agency: Leo Burnett
Chief Creative Officer: Jason Williams
Creative Directors: Jim Walsh & Michelle Walsh
Director of Integrated Strategy: Ilona Janashvili
General Manager: Kate Silver
Senior Project Lead: Amanda Nicoll
Senior Broadcast Producer: Francesca D’Orazio
Broadcast Producer: Naomi Nienaber
Production: Mighty Nice
Director: Simon Robson
Lead Animator: Duncan McLaren
Music & Music Supervision: Squeak E. Clean Studios
Sound: Bang Bang
Engineer: Sam Hopgood
Media: UM
