Media Title: 

OBJECTIVES

Content: 

Celebrate & drive inclusion for the incredible flight tens of thousands of Australians make every year, from their existing health funds, to HCF.

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SOLUTION

Content: 

THE GREAT PIGEON MIGRATION

Nova sought to bring the HCF brand position to life, in a wild way. With the help of Nova’s Drive Show - Kate, Tim & Marty and idea was hatched that would capture the imaginations of Australians. The Great Pigeon Migration.

Eight pigeons set to take part in a flight for supremacy. Across Nova’s on air, online and social channels listeners were invited to submit Pigeon Names to have one take flight on their behalf. What unfolded was a race that stopped a Nation and one proud pigeon who secured his name creator a trip to see the Great Migration in Africa.

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Online
Content: 

A dedicated hub of native content was created to showcase all things Pigeon and featuring profiles of the 8 pigeons taking part, celebrity Pigeon lovers and a downloadable Sweep Sheet for all of those not luckily enough to win a Pigeon to race on their behalf.

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On Air
Content: 

Daily Drive in show contesting brought to life this unique concept for HCF. Each day pigeon profiles were reviewed and assigned to a listener based on the creativity of their name entry. To drive additional engagement for the campaign Kate, Time & Marty also voiced commercials and live reads.

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Talent
Content: 

Kate, Tim & Marty capturing the imagination of Australians through integrated and engaging content. Each day in show, Pigeon commentary flew in with the help of their man on the ground Grant Denyer. It all culminated in one big flight for supremacy which was broadcast and streamed live. Tweets of support flew in, but there could be only one winner. 50 Shades Of Grey.

"The ‘Great Pigeon Migration’... helped to really capture the interest not just of new member prospects, but existing HCF members and HCF staff. Sales Targets were achieved, which is testament to the success of the Great Migration campaign... and the important role that the Nova Promotion played in this overall success."

Damien Long
Corporate Communications Manager, HCF