Australian non-profit health fund HCF is inviting its members to take over 60% of its advertising inventory – from airtime to OOH – for their personal use in its latest Value Ads initiative via Clemenger BBDO.
The Value Ads work is the second iteration of HCF’s We Put Our Money Where Our Members Are brand platform, which was developed by the Clemenger Group agency and launched in March last year.
For example, the hero TVC features member and underwater metal detectorist Kurt, who uses the ad space to return a recovered wedding ring found at Empress Falls, NSW.
In another, Jemma uses her TV spot to thank her doctor for her liver transplant, and show off the medals she won at the Transplant Games.
Over 6,972 unique ad placements have been secured for the Value Ads initiative across TV, radio, social, digital, out-of-home, and in-branch.
“At HCF we’re always looking for new and innovative ways to bring value to our members,” said HCF general manager, marketing, Tatiana Papavero.
“We needed to hone in on the value members are seeking in a meaningful way. Consumers want enduring value, something this campaign shows HCF delivers in spades.”
Clemenger BBDO executive creative director, Tristan Graham said “HCF is going from strength to strength in terms of brand salience and likability – 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.”
In May, Clemenger’s CHEP Network announced the promotion of Tash Johnson to national head of integrated production.
Last week, Clemenger Group promoted James Schaw to the newly-created role of national workplace experience and building manager.
See also:
Clemenger names James Schaw workplace experience and building manager
CHEP promotes Tash Johnson to national head of integrated production
Credits:
Client: HCF
General Manager – Marketing: Tatiana Papavero
Head of Brand and Content: Lindsay Carter
Senior Brand and Sponsorship Manager: Patricia Wade
Senior Marketing Manager: Alexandra Roche-West, Zac Hancock
Senior Campaign Manager: Laura Entwistle
Marketing Manager: Tegan Brown
Marketing Specialist: Stephanie Halbisch
Assistant Brand Manager: Laura Hart
Senior Media Manager: Jessica Adler
Media Manager: Samuel Stacker
Creative Agency: Clemenger BBDO
Chief Strategy & Experience Officer: Simon Wassef
Executive Creative Director: Tristin Graham
Group Creative Director: Anthony Phillips
Senior Creatives: Ellie Dunn, Hugh O’Connor
Strategy Partner: Brooke Thompson
Strategy Director: Milica Djurovic
Managing Partner: Georgie Winton
Group Business Director: Natalie Robinson
Business Manager: Genevieve Bowes & Jack Maclean
Account Coordinator: Millie Cheshire
Executive Producer: Karolina Bozajkovska & Alana Teasdale
Junior Producer: Alexandra Egan
Executive Director of Digital: Claire Bisset
Digital Producer, Made This: Meera Srikanth
Interactive Designer, Made This: Claire Johnson
Media: Spark Foundry
Production Company: Good Oil
Director: Dave Wood
DOP: Danny Ruhlmann
Executive Producer: Simon Thomas
Producer: Lee Thomson
Photographer: Andrew Craig
Post House: Arc Edit
Editor: Drew Thompson (Phase 1) & Laurence van Camp (Phase 2)
Online Editor: Jamie Scott (Phase 1)
Colourist: Ben Eagleton
Sound: Squeak E. Clean
Sound Engineer: Paul Le Couteur
Casting: Citizen Jane
Casting Director: Natalie Jane Harvie