‘Mr Veggie Truck’ and sunscreen dispensers on beaches: HCF shows Australians ‘A world where health comes first’
HCF is asking Australians to imagine a world where health comes first in a new ad featuring a replica of Mr Whippy’s ice-cream truck which sells veggies as opposed to soft-serve.
The latest spot, created by The Monkeys, reimagines everyday scenarios where health is the first priority, such as cyclists on streets without cars and exercise machines on commuter trains.
A little girl tries to win a piece of fruit or vegetable
I just watched 60 seconds to hear what could have been said in 30. What purpose does a 60 have given the simplicity of the message? Watching an excessively long TV ad is definitely not a first priority for consumers looking for a health provider.
HCF gets a fair share of coverage in Mumbrella and I’ve always wondered why, as it was one of the worst performing health funds in terms of member losses according to the latest Private Health Insurance Ombudsman’s Health Funds Report, with a loss of 502 members. Admittedly this isn’t as bad as Medibank which lost almost 46,000 members. However to put it into perspective NIB, BUPA and HBF added 100k between them over the same period.
HCF has a monumental job to do in growing it’s member base at the pace of its competitors. However this work is little more than wallpaper by category standards.
“Each piece of creative has been tailored for each state to reflect different architecture found across the nation”
Why bother?