A JOURNEY OF CHOICES
THE HEALTH INSURANCE FUND OF AUSTRALIA (HIF)
CHALLENGE
Previous marketing for HIF was always based around price-led propositions and appealed more to the fickle ‘value hunter’ who will come and go. Whilst still generating sales, we needed to develop a point of difference for HIF that separated it from its competitors.
INSIGHT
HIF gives members more choice than other health funds. Not only choice and options for choosing their health cover package, but complete freedom of choice when choosing medical practitioners.
IDEA
After completely overhawling HIF's branding with a shiny new logo, we launched with a TVC that emphasised the level of choice HIF provides, but in a fresh and youthful tone of voice to challenge it's previously corporate perception.
"SINGLES" - 45s TVC
"FAMILY" - 45s TVC
PREVIOUS VALUE-LED ADVERTISING
