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.
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
Creative Directors: Pat Lennox & Ben Green
Account Director: Shaun De Souza
Strategy Director: Nicole Cikarela
Producer: Kelly Dobbin
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