HBF unveils new extras product suite with retail campaign via Cummins&Partners, Melbourne
Cummins&Partners, Melbourne has brought a new look to WA’s largest and most established health insurer, HBF, with a retail campaign designed to launch their all new extras product suite.
Having engaged HBF members, the general public and a wide cross-section of the market, HBF listened to people’s concerns regarding extras cover and responded with a revolutionised suite of extras products.
Says HBF’s Head of Marketing, Louise Ardagh: “We carried out significant research, working closely with our members and consumers which gave us really valuable feedback. It is fitting that we have delivered a campaign that shows we listened and acted.”
The feedback was clear, members want more from their extras. More value, more freedom in how they use their cover, more choice of provider and more clarity about how much they’ll get back. HBF has delivered on all fronts through the co-creation of their new extras products.
Cummins&Partners unpacked the desire for simplicity by delivering a contemporary campaign to generate cut through in a complex market. The two-way conversational campaign boasts a new look for the 78-year-old insurer.
According to Cummins&Partners Creative Chief, Sean Cummins, the acquisition campaign projects a whole new feel for HBF and was designed to get attention in the insurer’s home state market, WA.
Says Cummins: “We want our messages to be bold and clear. Not platitudinous. We think this campaign does it well.”
The integrated campaign runs across TV, video, digital, OOH, radio and in branches.
Client: HBF
Creative Agency: Cummins&Partners, Melbourne
Media: OMD & Resolution
12 Comments
What absolute mud. One of WA’s biggest clients head east for what exactly?
There’s no way a Perth based agency could have used so many different fonts and faces in the same ad.
hahaha!!
A perfect example that east coast agencies should not be held in such high regard compared to local agencies. This is horrible and no way any agency here would let that go out.
So glad I changed to Medibank!
Well well well..
This isn’t about whether it’s a campaign from an east coast agency or a Perth agency. It’s about whether it’s good work or not. And the answer is, it’s simply rubbish. But there will be a big media spend behind it, that will mean it will work (a little). Enough for HBF to claim it’s been a resounding success.
Talent reads like a diversity checklist…red heads are now a tick box!
HBF had one of advertising’s most iconic campaign drivers in Ted. The Ted campaigns became a little self indulgent over the years and then he was dropped – I know not why.
If HBF brought back Ted they could spend less on production and media because the ad would instantly say HBF – with it without a logo or brand name.
This campaign could be for any brand. It’s a production technique not a brand platform. Another chapter in the short termism approach that burns money and doesn’t build business.
@East Coaster – sorry but it is about whether it’s campaign from an east coast agency. This account going east cost me my job – so sorry if I take this crap personally but this is crap.
I’ve been spending some time out at Curtin, and to see the dog’s breakfast that another eastern states business is making of their brand makes me want to scream.
Tourism has produced a stream of diarrhoea since going east 10 years ago. And then they sign up to do it again.
I just don’t get it. What’s the attraction? We can produce crap here, too if that’s what you want.
For those of us that haven’t seen an episode of Mad Men, the meaning of Platitudinous is: boring and having no meaning because of being said so many times before.
Say no more.
@East Coaster, it also matters because a large amount of HBF Members care about money staying within the state; HBF even play on that emotion under Cummins with ”We’re for WA” tags. If only the public knew some of their premium was being sent interstate they’d have a real problem on their hands…