HCF has introduced a new campaign titled “Value Ads,” which emphasises the personal experiences of its members.
This campaign, which launched on May 12, allocates 60% of HCF’s advertising airtime and Out of Home (OOH) advertising spaces, including bus stops and shopping centres, to members’ stories.
With the “Value Ads” campaign, HCF aims to maintain its focus on member-centric advertising by transforming ad spaces into platforms for sharing member experiences.
“At HCF, we’re always looking for new and innovative ways to bring value to our members,” said HCF general manager for marketing Tatiana Papavero (pictured). “Consumers want enduring value, something this campaign shows HCF delivers in spades. We’re excited to share some of our fantastic members’ stories in this positive and authentic way.”
The campaign builds on the “We Put Our Money Where Our Members Are” initiative, featuring selected members in advertisements.
HCF’s campaign, launched in partnership with Australian creative firm Clemenger BBDO, includes over 6,972 unique ad placements across TV, radio, social media, digital platforms, OOH, and in-branch locations.
“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,” said Tristan Graham, executive creative director at Clemenger BBDO.
In an advertisement for HCF’s Thank You program, a member named Jemma uses her TV time to thank her doctor for a liver transplant and to showcase the medals she won at the Transplant Games.
Another ad features a member, Annie, uses her airtime to remind her 18-year-old son about household chores, highlighting HCF’s coverage for dependents.
Kurt, an underwater metal detectorist, appears in an HCF Life Protect life insurance ad, attempting to return a wedding ring found at the bottom of Empress Falls, New South Wales, to its owner.
“We wanted to highlight the value members are seeking, especially in the midst of a cost-of-living crisis,” Papavero said. “This campaign demonstrates that true value goes beyond promotional offers; it’s about delivering meaningful benefits that enrich our members’ lives.”
HCF also recently launched a new campaign focusing on the netball community. The initiative aims to enhance the promotion of women’s health issues in partnership with netball players and the broader netball community.
