HCF shows customers it cares in new multi-channel campaign

HCF seeks to show how it puts the health of its members first in its latest multi-channel campaign, marking a creative shift from last year’s Profit Hungry positioning.

The ad focuses on a series of moments Australians can relate to, including an elderly man’s compassion for his young neighbour and a couple of friends having an accident on the way to an event.

Greg McAweeny, chief officer of business growth at HCF, believes that the campaign will show Australians that HCF is committed to putting people before profit.

“Prioritising members before profit is at the very heart of who we are and what we do. Being not-for-profit means we can and do behave differently to other funds, and this new campaign illustrates what this means for our members,” said McAweeney in a statement.

“We wanted to develop a campaign creative that’s inviting and is delivered through real and relatable performances. As our focus is our members, we wanted the core of the campaign to remain central around the characters – who represent everyday Australia and whom we can instantly empathise and connect with.

“This is an exciting direction for our brand and builds on our core belief of being a business where we show our members an uncommon level of care and compassion. Going above and beyond for our members isn’t something we consciously do, it’s something that simply makes sense to us.”

The campaign will run across television, digital, radio, print, outdoor, PR and in HCF branches.


Brand platform and creative concept – Integer

Offline media approach – Blue 449

Digital strategy and implementation – Mindbox

Dynamic Templates for programmatic display – Slik Digital

Production and creative assets for outdoor and in-branch – Serendipity

Public Relations – Palin Communications


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