ahm and Channel [V] throw live music event

The hands of a concert crowd at a live music show, focus on the hand in the foreground

As part of a campaign devised by Huckleberry Agency, Health insurer ahm partnered with Channel [V] to put on an Island Party on Sydney’s harbour last week.

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The party was headlined by International Grammy nominated artist Ed Sheeran as the mystery performer.

The campaign rolled out with a TVC advertising the event, without revealing the high profile performer.

Huckleberry brokered the partnership with Channel [V] in a move to attract a younger audience to the brand. Live music was recognised as a key point of interest for Australia’s youth.

“The ahm brand proposition is designed and built specifically for a younger and savvier segment and this partnership identified by Huckleberry continues to position us as a lifestyle brand and choice. Health insurance is perceived to be complex and we are all about simplifying it by giving the consumers exactly what they need,” Nathan McEwan, head of marketing for ahm, said.

Earlier in the year, ahm brought the [V] Music Stage to The Australian Open of Surf, with The Presets and Birds of Tokyo headlining.

After the Island Party, ahm will continue the live music initiative with a series of pop-up [V] Guerilla Gigs.