Quokkas Channel Bonnie Tyler Urging Aussies to ‘Hold Out For a Zero’

    By The Staff - Sep 15, 2020
    Quokkas Channel Bonnie Tyler Urging Aussies to ‘Hold Out For a Zero’

    Following the launch of their ‘Don’t settle for a quokka sh!#’ platform earlier this year, HBF’s sassy, straight-talking quokkas are back to pitch the health insurer’s 0% premium increase in 2020. It comes at a time when other major health insurers are following through with their premium increases, despite the fact that many Aussies are doing it tough right now.

    Created by Leo Burnett Melbourne, the films feature a reimagining of the classic Bonnie Tyler hit, “Holding Out For a Hero” which sees the quokkas star in an uplifting, 80’s-inspired music video pleading for Aussies to “hold out for a zero” because anything else is “a quokka sh!#”.


    The campaign is supported by TV, influencers, display, and even comes with an extended 60” lyric video which will be shared across social and YouTube.

    “We wanted to point out that, amongst health insurers, we really stand apart in the way we are supporting members during a challenging year,” said David Greig, General Manager. “While our main competitors have pushed ahead with increasing premiums or have postponed increases for just a select group of members, we have canceled our 2020 premium increase for everyone. This is what it means to be an organization that truly puts members first. As a challenger brand, we just couldn’t resist the opportunity to make this point in our own inimitable way.


    “2020’s been a tough gig for all of us so it was nice to be able to help HBF take it to the category and deliver some good news for a change,” said Leo Burnett Creative Director, Michelle Walsh. “The fact we got to do it with a bunch of singing quokkas was an absolute gift! We hope the spot gives Aussies as much light relief as the 0% increase itself.”


    Client: HBF East Coast
    General Manager: David Greig
    Brand Lead: Maham Mahmood
    Acquisition Lead: Jessica Albanese
    Performance & Analytics Specialist: Sam Coughlan
    Marketing Coordinator: Hollie Doherty

    Agency: Leo Burnett Melbourne
    Chief Creative Officer: Jason Williams
    Creative Director: Jim Walsh
    Creative Director: Michelle Walsh
    Director of Integrated Strategy: Ilona Janashvili
    Group Account Director: Kate Silver
    Project Lead: Amanda Nicoll
    Account Manager: Tessa Symon
    Senior Broadcast Producer: Eliza Malone

    Production: Mighty Nice
    ECD Animation Director: Darren Price
    Executive Producer: Tina Braham

    Sound: Bang Bang
    Engineer: Sam Hopgood Engineer
    Music: Squeak E. Clean Studios

    Media: OMD

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