Entering the private health sector in Victoria to shake things up.

Launching a not-for-profit PHI brand from WA in VIC for the first time, we took the challenger mentality amongst a cluttered market where the big guys dominate. With a witty, disruptive approach, we harnessed a state icon (quokkas) to call out the larger for-profit insurers, whilst putting focus on HBF’s benefits and members-focused values.