Clems Melbourne Helps Out On ahm’s New Brand Platform, ‘The Simple Bit’

Clems Melbourne Helps Out On ahm’s New Brand Platform, ‘The Simple Bit’
B&T Magazine
By B&T Magazine



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.

ahm OOH billboard

An OOH element of ahm’s new brand campaign

“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.”

CREDITS

Client: ahm

Creative agency: Clemenger BBDO Melbourne

Illustrator: Liana Finck

Animation director: Julian Frost

Production company: Passion Pictures

Sound design: Studio Kamp

Sound house: Nylon Studios

 




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