Not just any four-letter word


Not just any four-letter word


Many Australians are looking for more from their current health fund and more people are switching to HCF in 2013, than any other fund (source: IPSOS 2013 research). The reason? We think it’s because Australia’s largest not-for-profit health fund, HCF really does give back more out of every dollar. Our challenge was to reach young singles and couples with the message that HCF gives more.

With so many other funds claiming to offer more, we asked ourselves,

What does ‘more’ really mean to young Australians looking for health insurance?

The answer to this question began as a lyrical poem, developed in collaboration between Pollen and a handful of young Australian creatives. Pollen worked hand-in-hand with typographic, motion and voice artists to bring the poem to life in video.

Australians are watching more video online than ever before and it delivers up to 10 times the response rate of static text and graphics. For these reasons, we planned the digital campaign with video as the centrepiece.

hcf sketch
hcf artwork

The video was supported by content we developed and rolled-out in search, social networks, remarketing activity and a campaign microsite.

hcf microsites

The campaign wasn’t just a youthful injection for the HCF brand. It delivered measurable business results too.

23.7% of visitors to the campaign site clicked to get a quote

With people around the world now browsing the web more than they watch TV, we’re excited by the continued growth of video and its place in the future of digital advertising.