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HSA pulls a TV ad drive from its hat

Healthcare cash plan provider HSA is rolling out a new advertising campaign on terrestrial and satellite television.

The campaign starts with brand-building ads on the London Carlton, LWT, Meridian and Anglia terrestrial channels and a selection of satellite and cable channels including Sky.

Ads will also appear on interactive digital TV channels, DRTV and Sky Active, where viewers can press a red button on their remote control to request a call back or ask for further information on HSA&#39s plans and services.

The interactive ads start on January 22 and will run until February 21.

Most of the creative and production work was handled by Bristol ad agency McCann Erickson, which developed HSA&#39s new brand icon, described as a rabbit with attitude, which is intended to inject humour and become familiar to consumers with the catchphrase, Hey jus&#39 say,to prompt the public to think of HSA.

McCann was appointed in September and briefed to create an entertaining and innovative ad with impact.

Online commerce specialist Entranet developed the Sky Active ad while media strategy and buying were handled by Big Media London.

A national PR campaign managed by HSA&#39s in-house communications department is being launched to support the advertising drive. The integrated campaign is intended to raise HSA&#39s profile.

Head of marketing communications Richard Preston says: “Both the brand and interactive TV ads follow the same theme. Coupled with the Sky Active red-button element, we believe that this approach and combination is quite unique.”


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