We helped Australia’s largest not-for-profit health fund, HCF, reveal a bold brand refresh with a new multichannel, multimillion dollar marketing campaign.
The brand refresh included a new visual and verbal identity, new website, a new creative campaign and the roll out of a major digital marketing transformation for the established health fund. It marks a significant shift for the business, as HCF embarks on a journey to demonstrate true differentiation in the cluttered private health insurance market.
‘Health Comes First’, the new creative platform is born out of consumer insight around the demand for an insurer that puts health ahead of profits. It will be taken across owned, earned and paid channels including direct member communications, sponsorships and ATL.
The creative platform is being brought to life through a new ATL campaign, titled ‘Health is…’, that went live across metro and regional TV, cinema, digital, mobile, print, out of home, proximity, social, point of sale and PR.
Demonstrating the importance of health, the creative highlights HCF’s key point of difference among its major competitors, with the powerful statement “Health Is…Not-For-Profit”.