‘Mr Veggie Truck’ and sunscreen dispensers on beaches: HCF shows Australians ‘A world where health comes first’
HCF is asking Australians to imagine a world where health comes first in a new ad featuring a replica of Mr Whippy’s ice-cream truck which sells veggies as opposed to soft-serve.
The latest spot, created by The Monkeys, reimagines everyday scenarios where health is the first priority, such as cyclists on streets without cars and exercise machines on commuter trains.
A little girl tries to win a piece of fruit or vegetable
Other scenarios including an 100 year old celebrating his birthday, a young girl winning a vegetable from what would be a toy machine, and a man turning his phone onto ‘work mode’ when arriving home to his family.
Each piece of creative has been tailored for each state to reflect different architecture found across the nation.
https://youtu.be/yZ9q5HZPPC0
HCF announced The Monkeys as the brand’s creative lead at the beginning of last year.
The latest work is a continuation of the brand’s major refresh which featured a new logo and the launch of the proposition, ‘Health comes First.’
https://youtu.be/XcCKaV0r6Lo
It also follows on from the HCF Health Intelligence campaign earlier this year, which compared Australian health, life expectancy and sports participation rates to the rest of the world.
Jenny Williams, HCF chief marketing officer, said: “We are proud to unveil the new creative which is a natural and bold evolution of the ‘Health Comes First’ platform first launched last year.
“At HCF we are committed to putting the nation’s health first and want to empower every Australian to do the same. The new creative imagines how we could all create a world where health is the number one priority through examining everyday experiences most Australians can relate to.
“With this we hope to inspire Australians to reconsider their own lives and the positive steps they can take every day to join us in championing their own and other Australians’ health.”
The new campaign is running live from 7 May across metro and regional TV, radio, digital and out-of-home.
Credits:
- The Monkeys
- The Glue Society
- Revolver
- Serendipity
- Blue 449
- Mindbox
- One Green Bean.
I just watched 60 seconds to hear what could have been said in 30. What purpose does a 60 have given the simplicity of the message? Watching an excessively long TV ad is definitely not a first priority for consumers looking for a health provider.
HCF gets a fair share of coverage in Mumbrella and I’ve always wondered why, as it was one of the worst performing health funds in terms of member losses according to the latest Private Health Insurance Ombudsman’s Health Funds Report, with a loss of 502 members. Admittedly this isn’t as bad as Medibank which lost almost 46,000 members. However to put it into perspective NIB, BUPA and HBF added 100k between them over the same period.
HCF has a monumental job to do in growing it’s member base at the pace of its competitors. However this work is little more than wallpaper by category standards.
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“Each piece of creative has been tailored for each state to reflect different architecture found across the nation”
Why bother?
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