Challenge

The challenges facing the health insurance industry are well known, with more consumers leaving the sector driven by perceptions of affordability, confusion over products and growing confidence in the public healthcare system. HBF Run for a Reason is an important driver of member loyalty as well as non-member consideration – we know that consideration of HBF is significantly higher amongst people who are aware of Run for a Reason than amongst those who aren’t.

Answer

In the 10th year of HBF Run for a Reason – a decade in which HBF contributed over $10 million to the cause - we knew needed to build awareness of HBF’s sponsorship and the company’s desire to grow relationships with its customers. OMD worked closely with media partners Channel 9 and Southern Cross Austereo, and HBF, to deliver creative programming telling 10 years of stories and 10 million reasons why people should participate. We also managed to generate significant bonus media value and a high return on media investment – maximising our impact.

Results

  • #1 community running and walking event in WA
  • 33,323 participants
  • 2,993 teams
  • $2 million bonus media value
  • $8.48 return on media investment

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