ahm health insurance + Melbourne International Comedy Festival launch The Punchline via Gen C
To promote the partnership between ahm health insurance and Melbourne International Comedy Festival, Melbourne video content agency Gen C had a novel idea: 1800 The Punchline. A call centre for those in need of a laugh. The only problem – Darren who works at the Punchline call centre isn’t funny, at all.
The campaign gives ahm health insurance an interactive punchline for the brand’s younger demographic throughout the entire festival, focusing on relevance and coverage across digital platforms rather than a one single video. Followed by a series of Facebook live videos, the campaign video features a dour telephone operator, Darren, telling archetypal, boring jokes.
The Punchline campaign will run throughout for the duration of the Melbourne Comedy Festival, targeting punters every Tuesday to remind them to visit ahm health insurance-sponsored, ahm Tightarse Tuesdays at the Festival. Darren, the campaign’s lead, is played by comedy legend, David Quirk.
Along with creating a promo video for The
Punchline, Gen C ran a Facebook live event, teaser video, and three individual campaign videos.
Says Jack White, director, Gen C: “It’s important that our clients get as much content and exposure out of their shoots and campaigns as possible. That means creating videos that deliver the campaign message in a range of formats, and
reach audiences on multiple platforms. For ahm and MICF, that means making content that reaches their customers throughout the entire MICF period, not just the lead up.”
Says Josh Dorevitch, campaign manager, ahm: “Gen C presented a great opportunity to create entertaining and
engaging content that spoke directly to our savvy, price-conscious audience. The Punchline allowed us to not only drive awareness for our partnership with the MICF but by focusing on a key pillar in Tightarse Tuesdays we were also able to convey what we stand for as a brand: simple, affordable health insurance.”
Client: ahm health insurance
Head of Brand and Acquisition Marketing: Amanda Romeo
Campaign Marketing Manager: Josh Dorevitch:
Client: Melbourne International Comedy Festival
Marketing and Partnership Director: Denise Damianos
Associate Director: TV and Content: Claire Hammond
Partnership Manager: Rachel Toop
Social Media Coordinator: Nick Robertson
Creative Agency/Production company: Gen C
Creative Director: Jack White
Director: Julian Lucas
Executive Producer: Nicholas Cox
DOP: Samuel Broeren
Editor: Chris Axiaq
Producer: Jordan Pert and Zac Fuller
Set Design: Sophie Hayward
Media agency: Carat
Client Operations Executive: Lucy Telling
9 Comments
Promo video – 44k (paid) views. 19 likes
Brett video – 12k (paid) views. 11 likes….
But you were just going for reach right?
That’s funnier than most of the shows at the festival. Like!
I’ll say it again
These nimble content production companies that keep pumping out shite without story or strategy have no place in this world
The idea being that you should just make 50 cheap and nasty pieces and not pay anyone properly is hurting everyone.
“There’s an easier way”… the laziest, most tired formula in the ad game.
Well said @Hmmmmmm
Awful stuff. All credited should be ashamed.
Wish I didn’t like this.
Well done Son – bloody funny.
They’ll get good numbers because they bought them. They’ll damage the brand because what they forced people to watch was shite