ahm launches new integrated ‘The Simple Bit’ brand platform via Clemenger BBDO, Melbourne
ahm health insurance has today launched a new brand platform, The Simple Bit via Clemenger BBDO Melbourne.
The campaign features a new visual identity, an evolved tone and plenty of wryly observed truths about life today.
Says Peita Golden, director of digital and brand, ahm health insurance: “As the dominant challenger brand within the Private Health Insurance category retail tactics and humour have been successful in affording ahm the title of the fastest growing health insurer in Australia. Although these initiatives have served us well we believe it’s important we now drive a more sustainable, emotive connection with our current and future customers.
“It’s no secret that the PHI category often feels unnecessarily complex. And as a brand with a large share of a youth audience we understand that life is pretty complex right now too. We believe any brand that can remedy those tensions is going to do well.
“As a brand we’ve always prided ourselves on being simple – whether it be our product mix or our customer experience. This is about contuning that work and making sure that everything we do and how we do it is done in the simplest way possible.”
Launching across TV, digital, social and OOH, the new creative features a suite of scenarios that show how life can be complicated, annoying, stressful, confusing, awkward and at times painful…. exactly the things that ahm isn’t.
The simple hand-drawn illustrative style was developed in collaboration with Liana Finck, a New York based illustrator best known for her column in The New Yorker.
Says Nicole Sykes, creative director, Clemenger BBDO Melbourne: “The Private Health Insurance category tends to be a little dry. Truth is, health (and life) are filled with hilariously complicated moments. We wanted to explore these in the most humorous and honest way possible. Liana Finck and Julian Frost – with their insightful creative styles – were the perfect people to help us do it. The result is a new platform for ahm that will continue their legacy of challenging category norms and providing simplicity when it comes to health insurance.”
Client: ahm
Creative agency: Clemenger BBDO Melbourne
Illustrator: Liana Finck
Animation Director: Julian Frost
Production Company: Passion Pcitures
Sound Design: Studio Kamp
Sound House: Nylon Studios
12 Comments
I like this a lot.
Engaging.
Stands out in the pompous, noisy, self-congratulatory clutter.
Clems Melbourne are in the building. Say goodbye to that Medibank account.
Fantastic execution. Really taps into the younger market.
Funny, simple and smart.
Three qualities that are hard to find in advertising today
I love it. I said I said I love it, I love it said.
High fives to whoever the creatives are.
Whoever runs the ahm account at Clemenger has a KPI to win the Medibank account, as these comments demonstrate. And this relatively harmless piece of advertising may well achieve that aim, as Medibank’s campaigns have been dreadful for some time now.
But this is not iconic advertising. It’s not even iconic insurance advertising. If Clemenger need to be schooled, and it seems despite their legendary arrogance that they do, then please take a look at what Centraal Beheer have been running in Amsterdam for the last 20 years. Or, slightly to one side of insurance, Ameriquest’s “Don’t Judge. We won’t.” campaign
The difference? ahm tells while iconic advertising shows.
By the way “Clemenger are in the building” reminded me of Nathan Lyon’s comment about ending careers. Which has turned out well for the Australian cricket team. There’s sympathy for some agencies when they start the inevitable descent. There won’t be much for Clemenger, I’m afraid.
We’ve been ‘in the building’ for over two years now. We are very happy working with AHM thanks and good luck to TBWA on Medibank.
It’s getting harder to make ads this simple.
Looks a bit like those money drawings that were done all over the walls of their offices
Would have actually been cool if they engaged one of the many amazing young Aussie illustrators who bust their nut to find work. I mean if you really want to connect with a youth audience…. support them ?
I found this ad to be detrimental to my mental health in the way that it pinpointed a lot of things that have caused my anxiety. I especially need to change the channel when the walls are closing in on the black figure in the centre.