HBF sends ‘Get Well’ wishes through new brand platform via Cummins&Partners, Melbourne
HBF, Western Australia’s largest health insurer and Australia’s second largest not-for-profit health fund, has launched a new brand platform, “Get Well” to reaffirm that helping its members through life’s big health moments is its reason for being.
“Get Well,” developed in partnership with Cummins&Partners, Melbourne, is an external expression of HBF’s core promise, to deliver for its members in the moments that matter.
A new campaign featuring “Get Well” has launched with a major integrated roll-out, including TV, digital, OOH, print, radio, online films and across all owned assets.
The campaign creative features Bernard Fanning’s iconic song “Wish You Well” as HBF continues to partner with Australian talent.
“It could be welcoming a newborn into the world, preparation for knee surgery, or recovery from illness. We will be there, beside our members, to help them navigate the health system, while they concentrate on getting well,” says HBF Executive General Manager, Member Experience, Selina Torrance-Duncalf. “We have helped generations of Western Australians look after their health for 78 years, and we will be beside them for another 78.”
Adds Cummins&Partners Chief Creative Officer, Sean Cummins: “Get Well” is a powerful pair of words reserved for those we care about most. HBF’s brand heritage in WA runs deep. The warm, caring sentiment behind “Get Well” reflects the closeness HBF has with so many of its members, and the WA community at large.”
In the coming months ‘Get Well’ will roll out across HBF’s flagship community running and walking event, ‘Run for a Reason’ and its suite of home, car and travel insurance offerings.
“From getting well covered on your holiday, to getting well insured on the road, we think Get Well is the perfect sentiment to stretch across our entire range of products and services – as each is designed to make sure you’re looked after in the best way possible,” adds Ms Torrance-Duncalf
Client: HBF
Agency: Cummins&Partners, Melbourne
Media Agency: OMD & Resolution Media
Production Company: The SweetShop
Photographer: Heather Dinas
5 Comments
What a load of bollocks!
You needed an eastern states agency to make this? Its as bland as hospital food and the idea is as forced as an un-lubed colonoscopy. People visit you to get well and we’re here to help you get well too? Is that it? It feels deluded to me. Playing it safe in a marketplace that’s never been more competitive, and assuming that just because you’re HBF you’ll be OK. There are a few agencies in Perth who could have made this for you and more importantly there are a few agencies in Perth who would have had the backbone to advise you not to make this at all.
Get well? Get f*cked.
“and we will be beside them for another 78.” Unless they are WA account managers, planners, creatives, producers, directors, sound designers, crew, editors, photographers …….
Did anyone really expect anything other than this? I could tell by the still frame it was going to be a pedestrian, generic health insurance ad with excessive use of said insurance company’s colours and an ‘inclusive’ demographic. Right down to the acoustic guitar and VO. So predictable. So forgettable. This literally could not be more obvious or boring.
They don’t need an agency at this stage. Just get the marketing team to brief a production company; 1 generic health insurance campaign please, just make sure no one in the world could ever be offended by anything in it, and anyone over 4-year’s old can understand it. In fact, ask the 4-year old to write the tagline.