Ahm has unveiled a new brand platform which highlights that while life can be complicated, confusing and stressful, health insurance doesn’t have to be.
Led by ahm’s brand team and creative agency Clemenger BBDO Melbourne, the new strategic platform, dubbed ‘The Simple Bit’, focuses on how the company can play a role in reducing the complexity in health insurance and beyond.
The execution of the campaign – which includes television, print and online elements – echoes the sentiment of simple, with a hand-drawn illustrative style, developed in collaboration with New York based illustrator Liana Finck.
Jan O’Keefe, general manager of ahm, said a refresh of the company’s brand strategy was crucial, with its target market – Millennials – wanting more of a reason to take up health insurance.
“Since the distinctive, black and white rebranding in 2014, our brand awareness has grown rapidly,” she said.
“Our campaigns have successfully relied on a proposition of affordability, executed with a sense of humour. As Australia’s fastest growing health insurer brand, this approach has resonated beyond our target audience.
“Now, we’re looking for an emotive, long-term brand strategy that sets up ahm for a future beyond health insurance.”
Clemenger BBDO Melbourne executive creative director Evan Roberts said: “As we all know, being simple is incredibly tough. For ahm, this isn’t just a campaign – it’s a service promise.”
Creative agency: Clemenger BBDO Melbourne
Illustrator: Liana Finck
Animation director: Julian Frost
Production company: Passion Pictures
Sound design: Studio Kamp
Sound house: Nylon Studios