Finance Marketing Summit: ‘Tell the truth’ – How honesty delivered HCF’s best campaign to date
In a sector known for its high turnover after acquisition, persistent marketing gimmicks, and endless promotions, Australia’s largest not-for-profit health fund, HCF, took a different approach in a campaign that proved to be highly effective.
Presenting at Mumbrella’s Finance Marketing Summit in a session titled How HCF Rewrote the Marketing Rules of the Health Insurance Category, HCF marketing GM Tatiana Papavero and Clemenger BBDO chief strategy officer Simon Wassef shared their strategy for success: being honest and embracing authenticity.
The Not So Fancy Offer, HCF’s most successful campaign to date, branched away from typical industry practices, choosing to reveal its core identity as a not-for-profit health insurer committed to serving its customers.
