HCF and Clemenger BBDO invite members to join ‘Value Ads’ campaign

HCF invites members to join 'Value Ads' campaign with Clemenger BBDO

Tatiana Papavero: “We needed to hone in on the value members are seeking in a meaningful way.”

Australian non-profit health fund HCF is inviting its members to take over 60% of its advertising inventory – from airtime to OOH – for their personal use in its latest Value Ads initiative via Clemenger BBDO. 

The Value Ads work is the second iteration of HCF’s We Put Our Money Where Our Members Are brand platform, which was developed by the Clemenger Group agency and launched in March last year.

For example, the hero TVC features member and underwater metal detectorist Kurt, who uses the ad space to return a recovered wedding ring found at Empress Falls, NSW.

In another, Jemma uses her TV spot to thank her doctor for her liver transplant, and show off the medals she won at the Transplant Games.

HCF invites members to join 'Value Ads' campaign with Clemenger BBDO - Jemma

Over 6,972 unique ad placements have been secured for the Value Ads initiative across TV, radio, social, digital, out-of-home, and in-branch.

“At HCF we’re always looking for new and innovative ways to bring value to our members,” said HCF general manager, marketing, Tatiana Papavero.

“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.”


Clemenger BBDO executive creative director, Tristan Graham said “HCF is going from strength to strength in terms of brand salience and likability – 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.”

In May, Clemenger’s CHEP Network announced the promotion of Tash Johnson to national head of integrated production.

Last week, Clemenger Group promoted James Schaw to the newly-created role of national workplace experience and building manager.

See also:
Clemenger names James Schaw workplace experience and building manager
CHEP promotes Tash Johnson to national head of integrated production


Client: HCF
General Manager – Marketing: Tatiana Papavero
Head of Brand and Content: Lindsay Carter
Senior Brand and Sponsorship Manager: Patricia Wade 
Senior Marketing Manager: Alexandra Roche-West, Zac Hancock 
Senior Campaign Manager: Laura Entwistle 
Marketing Manager: Tegan Brown 
Marketing Specialist: Stephanie Halbisch
Assistant Brand Manager: Laura Hart 
Senior Media Manager: Jessica Adler 
Media Manager: Samuel Stacker

Creative Agency: Clemenger BBDO
Chief Strategy & Experience Officer: Simon Wassef
Executive Creative Director: Tristin Graham 
Group Creative Director: Anthony Phillips 
Senior Creatives: Ellie Dunn, Hugh O’Connor 
Strategy Partner: Brooke Thompson 
Strategy Director: Milica Djurovic
Managing Partner: Georgie Winton 
Group Business Director: Natalie Robinson 
Business Manager: Genevieve Bowes & Jack Maclean 
Account Coordinator: Millie Cheshire 
Executive Producer: Karolina Bozajkovska & Alana Teasdale
Junior Producer: Alexandra Egan
Executive Director of Digital: Claire Bisset 
Digital Producer, Made This: Meera Srikanth
Interactive Designer, Made This: Claire Johnson 

Media: Spark Foundry

Production Company: Good Oil
Director: Dave Wood
DOP: Danny Ruhlmann
Executive Producer: Simon Thomas
Producer: Lee Thomson
Photographer: Andrew Craig 
Post House: Arc Edit
Editor: Drew Thompson (Phase 1) & Laurence van Camp (Phase 2)
Online Editor: Jamie Scott (Phase 1)
Colourist: Ben Eagleton
Sound: Squeak E. Clean
Sound Engineer: Paul Le Couteur 
Casting:  Citizen Jane
Casting Director:  Natalie Jane Harvie

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