McCann-Erickson awarded HSA brand awareness brief

Healthcare cash benefits provider HSA has appointed McCann-Erickson Bristol to develop a multi-million pound brand advertising and direct-response TV campaign in a bid to increase brand awareness.

The campaign will break in November, supported by direct response inserts and PR activity.

HSA sales and marketing director Chris Harrison says: “Although HSA covers 2.5 million people, it is not yet a household name. We are working closely with McCann-Erickson Bristol to develop a humorous and memorable campaign, which will definitely get the HSA name talked about.”

In March, HSA created an integrated below-the-line campaign to target people disillusioned with the National Health Service. The initiative, devised by Indigo, comprised DRTV ads and a direct mail campaign. This was accompanied by inserts in the Daily Mail, The Sun, The Mirror and mailed publications such as Britannia Music Magazine.

Media was handled by Big Media.

Formerly known as the Hospital Savings Association, HSA sells cash plans for individuals and families. Benefits include dental check-ups and treatment, sight tests, glasses and contact lenses, complementary treatments, consultations and hospitalisation.

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