Hola Health has launched its first television campaign, using AI video tools to produce a 30-second ad, alongside a new brand identity developed with Sydney agency Studio LDN.
The campaign marks a step up in brand investment for the telehealth business, which has delivered more than two million consultations and is expanding its business-to-business offering and clinical services, including weight management.
The new identity spans Hola Health’s logo, colour palette, typography, photography, social media and digital design. It pairs a forward-leaning HOLA. wordmark with deep pine green and electric lime, with the brief to create a look that could carry across digital advertising and its Cricket Australia partnership.
Hola Health chief marketing officer Matt Poulier said the business wanted its advertising to build recognition for the brand, rather than telehealth as a category.
“Telehealth has made it easier to access care, but a lot of the brands look and sound alike. We wanted Hola to be unmistakable,” Poulier said.
“When we invest in advertising, we want people to remember Hola. We don’t want to pay to advertise the whole category.”
The 30-second commercial was developed and produced entirely in-house using AI video tools. Poulier also took to LinkedIn to share his enthusiasm for the technology, writing: “Really enjoying the creative possibilities with AI video. Always happy to swap notes with anyone exploring it for their brand.”
Hola Health said the approach allows its team to experiment with creative, make changes quickly and maintain control as the brand moves into new channels.
Studio LDN founder and director James Sutton said the identity was designed to be recognisable across different formats and touchpoints.
“We designed the new Hola identity to be recognised quickly, whether someone sees it in their feed or on an Australian cricket shirt,” Sutton said.
“The wordmark and colour bring energy and visibility, while the photography keeps the focus on the people Hola is here to help.”
The campaign is running on Nine’s 9Now, with Optimise Media supporting the BVOD activity and Sling & Stone handling PR. YouTube activity and further brand channels are planned.
Optimise Media CEO for ANZ Chris Barron said early results had been encouraging, with the campaign delivering incremental growth in key markets through geo holdout testing.
Hola Health co-founder and CEO Lenin Rajendran said the brand investment would support the company’s broader expansion.
“We’re building Hola to support more of Australians’ everyday healthcare needs,” Rajendran said. “Investing in a stronger brand is part of that growth strategy, alongside broadening our services and growing our business partnerships.”
The refreshed identity also features on the back of Australian team shirts through Hola Health’s partnership with Cricket Australia, with the upcoming Test matches offering another opportunity to build brand recognition.
“We’re making a deliberate investment in being known before people need us,” Poulier said. “TV, cricket and the new identity all have a role in making Hola a brand people recognise and turn to when they need care.”
