Health insurance provider HCF is launching a major brand refresh and multimillion-dollar ad campaign - the result of a marketing shake-up within the organisation.
During the past year, HCF chief marketing officer Jenny Williams has reorganised the marketing department, recruited new people, reviewed its agency relationships and looked at what its customers really want from the category and its services, rather than marketing messages from the brand outwards.
“What we've done is we’ve structured the team into four pillars,” she said. “We have the brand pillar, which is very much focused on what does our brand look like, what does it stand for? We've got a digital [pillar], which is about driving that digital transformation ... we've got a customer marketing element. That pillar didn't really exist before so what we've done is build that up and then, historically, we had just run campaigns, that was an overarching marketing function, but we've created a campaign specialist division.”
From this massive shift in the marketing team comes the brand refresh, which sees HCF go live with a new "visual and verbal identity”, website, creative campaign and the roll-out of its digital marketing transformation.
The creative campaign was created by The Monkeys and aims to hammer home that HCF is Australia's largest not-for-profit health insurer, with the tagline: “Health is. .. Not-For-Profit”.
“The 'Health is' campaign is about acknowledging what we're about and that health means something different to everybody ... We put that first because we are Australia's largest not-for-profit,” Williams said.
Williams joined the business a little more than a year ago and was tasked with building a marketing function and transforming the brand within the framework of the brand's 2020 strategy to make healthcare understandable, affordable, high quality and customer-centric.
“In organisations where they operate in a siloed way there's a lot of reinvention of wheels going on,” she said. “But because we've built this all from the ground up, and we built it with collaboration in mind, that has been much more straightforward and we haven't spent a whole lot of time re-educating people about the same thing, because we're all on the same page.”
The campaign goes live on 16 May.
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