Health insurer HBF launches its new extras products with research-based campaign

Western Australia-based health insurer, HBF, has launched a new campaign to address the common questions people have about their health insurance.

HBF undertook market research to listen to the public’s concerns regarding extras cover in order to respond with the campaign. It found customers wanted more freedom in how they use their cover, more choice in providers and more clarity about how much they’ll get back.

To address the public’s concerns, HBF created a suite of new extras products. The campaign, created by Cummins & Partners is promoting the new options.

HBF head of marketing, Louise Ardagh, said: “We carried out significant research, working closely with our members and consumers which gave us really valuable feedback. It is fitting that we have delivered a campaign that shows we listened and acted.”

The static execution

Cummins & Partners creative chief, Sean Cummins, said the campaign would cut through the local market.

“We want our messages to be bold and clear. Not platitudinous. We think this campaign does it well,” Cummins said.

The campaign continues the ‘Get Well’ platform that was launched last year.

The campaign will appear across TV, video, digital, OOH, radio and in HBF branches.


Client: HBF
Creative Agency: Cummins & Partners
Media: OMD & Resolution


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