Health insurance provider HCF has launched its new end of financial year promotional campaign.
The market is crowded with a wave of healthcare messages fighting to attract the attention of people under 31 who need to take out a policy before they get hit with the Lifetime Health Cover loading. In line with its member centric positioning, HCF is leveraging its brand personality by dialing up the humour.
The campaign running throughout the month of June – comprising TVC, digital, out-of-home and in-branch media – has been developed and managed by specialist total brand experience agency, Momentum Worldwide.
The HCF Fun Machine is a vending machine full of thousands of gifts. New members joining in June get to choose their favourite gift. By encouraging consumers to get in quick to get the best pick of gifts, HCF is creating a sense of urgency and action.
The TVC has been directed by comedy director Gary John and shows three gifts inside the Fun Machine as they compete to be chosen.
Jenny Williams, CMO, HCF, said: “The health insurance market is full of so much noise, we wanted to offer customers something different. Because our brand is member focused, we wanted to go out with a promotion that gave the power of choice back to our members. It’s a change from what we’ve done in the past. It’s been lots of fun to create.”
Jon Kelly, creative director, Momentum, added: “Healthcare for a 31 year old is about as low interest as it gets, a grudge purchase if there ever was one. So we wanted to have a little bit of fun and not take ourselves too seriously. And Gary John is the perfect director to do just that.”
This is combined with Match Media’s media buy. Russell Dowse, client director at Match, said: “In a hugely competitive space, at a crucial time we need to outsmart rather than outshout by utilising data to pinpoint the target audience in the right mindset. We are feeding relevant content to them at the moments that matter to increase conversion. This includes using innovative TV sync technology to provide a second screen programmatic approach that will intercept the target audience and help us gain market share. In addition we are partnering with Mi9 and Tipstone on new data targeting solutions.”
Agency: Momentum Worldwide
Production Company: Photoplay Films
Media: Match Media