HBF Asks The Big Questions In New Campaign From Marketforce

HBF Asks The Big Questions In New Campaign From Marketforce
SHARE
THIS



HBF’s new branding campaign launched yesterday, making a grand departure from its previous campaign style, and instead exploring the unexpected questions that pop up throughout life and that have the ability to throw us a tad off balance.

The campaign was produced by Marketforce, and looks at how these unexpected questions can have an impact on our health.

The 60-second TVC shows a series of scenarios where individuals find themselves in unexpected situations including health crises, suddenly needing to depend on someone else for the answer.

The TVC finishes with “The best way to prepare for what lies ahead, is to ask a question of your own… Are you with HBF?”

HBF general manager, marketing and communications, Neil Le Febvre, said the decision to include a line that had been at the centre of one of HBF’s most successful campaigns over a decade ago was deliberate, but had nothing to do with nostalgia.

“We have built a campaign around the insight that when life throws curved balls you need the right people on your side. “Are you with HBF?” provides the perfect close and call to action” Le Febvre said.

“That this campaign produced by Marketforce also taps into a pool of goodwill towards HBF amongst West Australians of a certain age is a nice bonus for us.”

The TVC has a grainy realism that departs from HBF’s more recent ‘fitness focused’ campaigns. Le Febvre believes it sets it apart from the campaigns of its competitors and reflects the nature of the subject matter.

“No issue rates higher as a concern for Australians than health. People understand that when it comes to your health, everything is at stake and having access to quality health care is vital” he said.

“We’re implicitly reminding people that HBF is uniquely qualified to be their health partner.

“HBF has a 75-year record of caring for West Australians and helping them to navigate the complexities of the health system. We’re also one of the few major insurers that has held true to our not-for-profit status and is still able to put members’ interests first.”

The campaign will be launched across television, out of home, radio, social media, digital, and more.  The TV commercial was directed by David Rittey from Airbag Productions.

Client Credits:

General Manager, Marketing and Communications: Neil Le Febvre

Group Marketing Manager: Agata Sleeman

Brand Strategy Manager: Amy Wondurack

Brand Marketing Consultant: Amie Taylor

Marketing Manager – Acquisition: Kristina Green

Snr Marketing Consultant: Rosanne Cagorski

Agency Credits:

Creative Directors: Pat Lennox & Ben Green

Account Director: Shaun De Souza

Strategy Director: Nicole Cikarela

Producer: Kelly Dobbin

Production Credits:

Production Company: Airbag

Director: David Rittey

DOP: Ginny Loane

Producer: Kate Downie

Editor: Philip Horn

Online/Grade: James Cheese

Audio Production: Brad Habib – Soundbyte

Photography: Jesper Neilsen

 

Please login with linkedin to comment

Latest News

Freeview Recognised At International HbbTV Awards
  • Marketing
  • Media

Freeview Recognised At International HbbTV Awards

Freeview Australia has been awarded Best Marketing or Promotion of an HbbTV Based Service at the inaugural HbbTV Awards, announced last week in Rome. Run by the HbbTV Association, the global awards attracted 71 entries from 17 countries and recognise the best adoption of HbbTV (hybrid broadcast broadband TV), technical excellence and commercial advantage. Freeview […]

D’Marge Partners With Virgin For New Edition Of ‘Shut Up & Take My Money’ Mag
  • Media

D’Marge Partners With Virgin For New Edition Of ‘Shut Up & Take My Money’ Mag

After its debut attempt at print, Aussie publisher D’Marge has rolled the dice again on its first ever print product. Shut Up & Take My Money flagrantly celebrates materialism and the good life, with the new edition seeing the magazine’s editorial team travel to Apple’s futuristic new headquarters in Cupertino, California for the launch of the iPhone […]

New Conference To Reveal Purchasing Power Of Aussie Mums
  • Marketing

New Conference To Reveal Purchasing Power Of Aussie Mums

Australian mums are a powerful, highly educated, cashed-up and discerning group that are using the power of the internet and social media to make – or break – brands. Mums don’t just buy a brand because of its price or availability – they use the power of online reviews, their knowledge about brand’s ethical behaviour […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

The Core Agency Wins Key Pharmaceuticals Creative Account
  • Advertising

The Core Agency Wins Key Pharmaceuticals Creative Account

Key Pharmaceuticals has announced it has selected The Core Agency to manage strategy and creative duties for its stable of brands, following a competitive creative pitch. The Sydney independent agency will become the lead agency for all Key Pharmaceuticals brands across Australia and New Zealand, which include Blistex and Hamilton. A spokesperson for Key Pharmaceuticals […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]