Wake The Town
Stuck in Motion
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

HBF Unveils New Extras Product Suite With Campaign from Cummins&Partners


The integrated campaign runs across TV, video, digital, OOH, radio and in branches

HBF Unveils New Extras Product Suite With Campaign from Cummins&Partners

Cummins&Partners, Melbourne has brought a new look to WA’s largest and most established health insurer, HBF, with a retail campaign designed to launch their all new extras product suite.

Having engaged HBF members, the general public and a wide cross-section of the market, HBF listened to people’s concerns regarding extras cover and responded with a revolutionised suite of extras products.

Says HBF’s head of marketing, Louise Ardagh: “We carried out significant research, working closely with our members and consumers which gave us really valuable feedback. It is fitting that we have delivered a campaign that shows we listened and acted.”

The feedback was clear, members want more from their extras. More value, more freedom in how they use their cover, more choice of provider and more clarity about how much they’ll get back. HBF has delivered on all fronts through the co-creation of their new extras products.

Cummins&Partners unpacked the desire for simplicity by delivering a contemporary campaign to generate cut through in a complex market. The two-way conversational campaign boasts a new look for the 78-year-old insurer.

According to Cummins&Partners creative chief, Sean Cummins, the acquisition campaign projects a whole new feel for HBF and was designed to get attention in the insurer’s home state market, WA.

Says Sean: “We want our messages to be bold and clear. Not platitudinous. We think this campaign does it well.”

HBF Extras Launch


Agency / Creative


Agency / Creative
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Categories: Healthcare and Wellness, Medical Insurance

Cummins&Partners Melbourne, Wed, 04 Mar 2020 23:42:16 GMT