HBF

Health insurance brand HBF operates in a highly competitive market where numerous competitor brands are represented by similar three-letter acronyms (HCF, HIF, AIA, AHM, NIB etc.). In order to stand out, HBF sought a unique and memorable way to communicate its brand name to consumers and increase brand salience.

Singing the brand name is a tried and tested method for brands seeking to boost memorability. But by emphasizing the “B” in the musical execution we could go one-step further to ensure crucial differentiation for the brand. To match the brand tone, as typified by the current Quokka characters in their advertising, we created a musical phrase that was Fun and Playful whilst being Switched-On.

HBF now possesses a sonic identity that is deployed consistently across TV, Online and Radio advertising and beyond. It is a long-term asset designed to enhance HBF’s brand recognition and recall among consumers and forge a stronger emotional connection with the brand.”