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
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