HSA has long prided itself on connecting with its customers, its staff and its local community. And, with their new DRTV campaign, which we will see on our screens for the first time on 3 April 2006, HSA truly takes this one step further, with a concept that uses a real customer as the hero of the ad, a real location as the venue, and real HSA staff as extras.
ìThe challenge we set our agency, CCHM:PING, was to be true to our brand whilst ensuring that the ad was as responsive as possible,î comments Stuart Mahoney, Head of Brand and Direct Marketing at HSA. ìOur people deliver our brand, so what better way to tick both boxes ñ product and brand advocacy - than to use a customer who also meets our people on a daily basis.î
ìHSA is based in Andover, Hampshire and we were fortunate enough to find a member of our local community, who had first hand experience of HSA membership and HSA staff. Pauline Bickell is the owner of the Copper Kettle caf in Andover and her personal account represents an experience of HSA from a real customer perspective,î continues Stuart. ìOn top of this, for a bit of fun, all of the extras in the commercial are HSA staff, which gives the viewing public sight of a few of the people who they speak to every time they call us.î
The new advert will air for the first time on 3 April, across a variety of terrestrial and satellite channels in 60 and 40 second formats.
HSA keeps it real with new DRTV ad
HSA has long prided itself on connecting with its customers, its staff and its local community
