Here’s a bold statement: investing in iconic characters can create evergreen assets that stand the test of time, and HBF Health Insurance’s Quokkas are the perfect example. But here’s where it gets controversial—while many brands focus on short-lived campaigns, HBF’s commitment to these animated marsupials has paid off in ways most companies can only dream of. Let’s dive into why this strategy works and what makes it so unique.
For the past five years, HBF’s Quokkas have become a cultural phenomenon, thanks to their latest campaign, ‘Fairy Quokmother.’ Created by Leo Australia, the ad spot continues the brand’s signature comedic and tongue-in-cheek style, making health insurance—a traditionally dry topic—fun and relatable. And this is the part most people miss: the campaign’s success isn’t just about humor; it’s about creating characters that resonate deeply with everyday Australians, even those who aren’t typically drawn to animation.
Sydney animation studio Mighty Nice has been the driving force behind these characters since 2020, making the Quokkas their longest-lasting creation. Featured in brand, retail, and digital spots, as well as cross-over campaigns, these characters have achieved measurable success and widespread brand recognition. But what’s the secret sauce? According to Matt Taylor, Mighty Nice’s head of business development, it’s all about nuanced, memorable character animation that touches hearts and carves neural pathways.
The campaign began as a cheeky one-off gag with the ‘Don’t Settle for Quokka Sht’ spot, which launched during a time when the health insurance market was overly serious. Over time, the animated, character-driven approach gave HBF a strategic edge over live-action campaigns. As Darren Price, Mighty Nice’s founder, points out, ‘Animated locations never get rained out, and animated characters never get sick or older.’ *Bold claim?** Maybe. But the proof is in the pudding—the Quokkas have become an evergreen asset, despite the initial investment.
What sets the Quokkas apart from other mascots? They don’t represent the brand—they represent the consumer. This relatability is key to their success. Matt Taylor explains, ‘Our quokkas are bold, forthright, sassy, and tell it like it is.’ Interestingly, even park rangers on Rottnest Island have praised the ads for capturing the true spirit of real quokkas. Louise Ardagh, former GM of marketing at HBF, adds, ‘The beauty of the quokkas is that they personify HBF members, allowing them to say things the brand itself couldn’t.’
The results speak for themselves: HBF, a major Western Australian brand, saw a 56% increase in brand awareness on the East Coast thanks to the Quokka ads. But maintaining this success isn’t without challenges. Keeping the tone consistent, the animation quality high, and the content fresh across platforms requires careful balance. Darren Price admits, ‘You’ve got to maintain that fine line between naturalistic quokkas and humanizing them too much.’
Lead animator Duncan MacLaren highlights another unique aspect: the natural limitations of a quokka’s body. ‘You don’t want to push it too far,’ he says. ‘It’s about creating an awareness of how special these animals are.’ And it’s worked—quokkas, once relatively unknown, have become a nationwide sensation, thanks in part to the ‘quokka selfie’ trend and HBF’s campaign.
Ultimately, the Quokkas’ success lies in their ability to deliver both comedic and emotional punches. By humanizing these small, seemingly unremarkable creatures, HBF has given them personalities that feel authentic and relatable. The blend of marsupial movements with broad Aussie humor creates a unique charm that’s hard to resist.
So, here’s a thought-provoking question for you: In an age of short-lived trends, is investing in iconic, long-lasting characters the key to brand success? Let us know what you think in the comments. And if you’re ever in a taxi and the driver asks what you do, just say, ‘Those HBF Quokka ads.’ Chances are, they’ll know exactly what you’re talking about.
