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    HCF and Clemenger BBDO invite members to join ‘Value Ads’ campaign

    Australian non-profit health fund HCF is inviting its members to take over 60% of its advertising inventory – from airtime to OOH – for their personal use in its latest Value Ads initiative via Clemenger BBDO. 

    The Value Ads work is the second iteration of HCF’s We Put Our Money Where Our Members Are brand platform, which was developed by the Clemenger Group agency and launched in March last year.

    For example, the hero TVC features member and underwater metal detectorist Kurt, who uses the ad space to return a recovered wedding ring found at Empress Falls, NSW.

    In another, Jemma uses her TV spot to thank her doctor for her liver transplant, and show off the medals she won at the Transplant Games.

    HCF and Clemenger BBDO invite members to join ‘Value Ads’ campaign

    Over 6,972 unique ad placements have been secured for the Value Ads initiative across TV, radio, social, digital, out-of-home, and in-branch.

    “At HCF we’re always looking for new and innovative ways to bring value to our members,” said HCF general manager, marketing, Tatiana Papavero.

    “We needed to hone in on the value members are seeking in a meaningful way. Consumers want enduring value, something this campaign shows HCF delivers in spades.”


    Clemenger BBDO executive creative director, Tristan Graham said “HCF is going from strength to strength in terms of brand salience and likability – proof that when you have a clear point of view on the world, and a unique way to bring that view to life creatively, it’s easy to create effective, breakthrough work.”

    In May, Clemenger’s CHEP Network announced the promotion of Tash Johnson to national head of integrated production.

    Last week, Clemenger Group promoted James Schaw to the newly-created role of national workplace experience and building manager.

    See also:
    Clemenger names James Schaw workplace experience and building manager
    CHEP promotes Tash Johnson to national head of integrated production


    Client: HCF
    General Manager – Marketing: Tatiana Papavero
    Head of Brand and Content: Lindsay Carter
    Senior Brand and Sponsorship Manager: Patricia Wade 
    Senior Marketing Manager: Alexandra Roche-West, Zac Hancock 
    Senior Campaign Manager: Laura Entwistle 
    Marketing Manager: Tegan Brown 
    Marketing Specialist: Stephanie Halbisch
    Assistant Brand Manager: Laura Hart 
    Senior Media Manager: Jessica Adler 
    Media Manager: Samuel Stacker

    Creative Agency: Clemenger BBDO
    Chief Strategy & Experience Officer: Simon Wassef
    Executive Creative Director: Tristin Graham 
    Group Creative Director: Anthony Phillips 
    Senior Creatives: Ellie Dunn, Hugh O’Connor 
    Strategy Partner: Brooke Thompson 
    Strategy Director: Milica Djurovic
    Managing Partner: Georgie Winton 
    Group Business Director: Natalie Robinson 
    Business Manager: Genevieve Bowes & Jack Maclean 
    Account Coordinator: Millie Cheshire 
    Executive Producer: Karolina Bozajkovska & Alana Teasdale
    Junior Producer: Alexandra Egan
    Executive Director of Digital: Claire Bisset 
    Digital Producer, Made This: Meera Srikanth
    Interactive Designer, Made This: Claire Johnson 

    Media: Spark Foundry

    Production Company: Good Oil
    Director: Dave Wood
    DOP: Danny Ruhlmann
    Executive Producer: Simon Thomas
    Producer: Lee Thomson
    Photographer: Andrew Craig 
    Post House: Arc Edit
    Editor: Drew Thompson (Phase 1) & Laurence van Camp (Phase 2)
    Online Editor: Jamie Scott (Phase 1)
    Colourist: Ben Eagleton
    Sound: Squeak E. Clean
    Sound Engineer: Paul Le Couteur 
    Casting:  Citizen Jane
    Casting Director:  Natalie Jane Harvie

    The post HCF and Clemenger BBDO invite members to join ‘Value Ads’ campaign appeared first on Mediaweek.

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