Not-for-profit health fund HCF invites members to take over its ad time, OOH advertising in initiative via Clemenger BBDO
HCF, an Australian not-for-profit health fund, has launched an initiative called ‘Value Ads’ which is inviting members to take over 60% of the brand’s advertising airtime and out-of-home advertising such as advertising on bus stops or in shopping centers, for their own personal use.
The initiative, launched alongside Clemenger BBDO, has the ambition with the new initiative is to give a selection of members who want to appear in an ad the chance to do so. To help with this, over 6,972 unique ad placements have been secured across TV, radio, social, digital, out-of-home and in-branch.
The HCF Value Ads initiative is the second iteration of the “We Put Our Money Where Our Members Are” creative platform.
In one TV ad for HCF Life Protect life insurance, Kurt, an underwater metal detectorist, is using his airtime to try to reunite a wedding ring he found at the bottom of Empress Falls, NSW with its owner. In another ad about HCF’s Thank You program, Jemma uses her national TV time to thank her doctor for her liver transplant and show them the medals she won at the Transplant Games.
The real member stories keep on coming, with a pregnancy reveal, a wrestler showing off his biceps, a would-be film star’s audition tape, as well as kids showing off their scooter moves and yoyo tricks.
Tatiana Papavero, general manager of marketing at HCF, said,
“At HCF we’re always looking for new and innovative ways to bring value to our members. 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. We’re so excited to share some of our fantastic members’ stories in this positive and authentic way.”
Meanwhile, Tristan Graham, executive creative director at Clemenger BBDO, commented,
“HCF is going from strength to strength in terms of brand salience and likeability—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.”
Adform and VIOOH Grow Partnership to Power DOOH Performance and Measurement Globally
8th May, 2024 – This strategic alliance sees Adform’s DSP integrate with VIOOH’s globally placed inventory and strengthen its programmatic omni-channel offering. In addition to the existing EMEA market, Adform clients can now easily scale performance and enjoy unprecedented transparency and efficiency across their DOOH media buys in North America, LATAM and APAC.
Advertisers are eager to capitalise on the prDOOH opportunity, especially with this year’s upcoming global sporting events like the Euros and Olympics. Offering the chance to target receptive audiences with contextual, meaningful, and dynamic campaigns, this new tailored integration provides Adform’s clients with a suite of DOOH advantages at the perfect time. Adform’s sophisticated impression multiplier, combined with VIOOH’s premium inventory, enables advanced targeting, metrics, and real-time reporting.
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After establishing its global omni-channel division in November 2023, Adform continues its momentum with this extended partnership. Launching these new DOOH capabilities for its DSP, Adform can better meet advertisers’ requirements for effective and data-driven measurement with improved transparency.
Vicky Foster, VP Global Commercial Partnerships at Adform, comments: “Having been a long-time partner in EMEA, we know the game-changing results that VIOOH’s inventory drives for advertisers. That’s why we’re excited to expand our partnership globally, offering robust performance and uncompromising transparency when advertisers need these most.”
Frances McCann, Global Director of DSP Partnerships at VIOOH, comments: “At VIOOH, we strive to remain at the forefront of the evolving programmatic DOOH landscape and we’re pleased to extend our partnership with Adform which helps us to stay on track to deliver this goal. prDOOH is becoming a key component in every media plan and we want advertisers across the globe to benefit from campaigns fuelled by data-rich, on-the-go, high-quality inventory to efficiently target diverse audiences.”
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