HBF is West Australia’s number one private health insurer, but was an unknown in the East Coast early 2020. We helped HBF launch into the highly competitive and undifferentiated health insurance market by giving the brand a sharp, challenger POV. We used creativity as a true competitive advantage for HBF – engaging a disengaged millennial audience, entertaining in a “formulaic” category, and, ultimately, driving outstanding business results.
In the wake of the pandemic, HBF, Australia’s second largest not for profit health insurer, didn’t just postpone its annual premium increase, it was the only fund to cancel it altogether. So when every single insurer raised their premiums on October 1, HBF sought to remind Aussies that they didn’t have to settle for a ‘quokka sh*t’. To celebrate HBF’s 0% increase, we enlisted the help of the quokkas in a reimagining of the classic Bonnie Tyler hit, “Holding Out For a Hero”. The fabulously uplifting, 80’s-inspired music video generated unprecedented sales results and cemented HBF as a real challenger brand amongst the category.