Case Study: How ahm Insurance levelled up with Twitch to engage Gen Z on health cover
Case Study: ahm Insurance, Carat and the Twitch Brand Partnership Studio recently teamed up to reach Gen Z Aussies in their natural habitat… video games and Twitch.
Gen Z is beginning to age out of their parents’ health insurance, facing the daunting task of buying their own cover for the first time ever. ahm Insurance wanted to intercept them as they were becoming first-time category buyers.
Says Chris Ott, Creative Lead, Twitch Brand Partnership Studio: “They [Gen Z] are allergic to health insurance, because it’s so confusing; traditional spots, skippable ads and swipeable content would all fail to engage them long enough to demystify it.”
“Gaming along with Twitch and its live content, on the other hand, is a cheat code for attention; the perfect places for ahm to show up in culture for Gen Z, and transform the typically dry subject of health insurance into engaging content.”
According to the latest from Statista, Twitch is more popular among Gen Z in Australia than other social networks, with Gen Z and Millennials making up 88% of the audience.
For this campaign, five popular streamers created ‘A Healer Main’ character named ‘ahm Insurance’ in popular multiplayer titles: World of Warcraft, Fortnite, League of Legends and Valorant, to help heal other players, mirroring ahm’s IRL role in-game.
Each streamer did this in a unique 2 hour livestream, broadcast to the masses on the Twitch homepage, where they simultaneously lead a live discussion, chatting the ins and outs of insurance with their community.
The streamers were also reimagined in ahm’s iconic ‘straightforward’ line-drawing style; with the most prominent, PandaTV, becoming a distinctly ahm VTuber, driving salience.
The streams were also amplified beyond the live events, through a first-of-its-kind ‘ahm health shelf’, which not only featured highlights from the streams, but also UGC from the community, who were invited to share their own healing clips—resulting in ahm owning heals across all of Twitch.
Says Michael Hogan, Marketing Manager ahm Insurance: “By reimagining ahm Insurance as ‘A Healer Main’, we created unskippable, immersive experiences that resonated with our target. Most importantly it made insurance straightforward—delivering on our brand promise.”
It was a success. Enjoying 118,715 minutes (82 Days) of engaged attention; ‘straightforward’ message awareness improved at a 90% confidence interval; and there was a 16% jump in aided ad awareness and 8% in brand awareness.
The Twitch Brand Partnership Studio is a full-service gaming and live streaming production studio inside Twitch / Amazon, with APAC offices in Tokyo, Singapore, Sydney and Melbourne, that works with creative and media agencies to help brands activate on Twitch.
Client: ahm Insurance
Media: Carat Melbourne
Creative: Twitch Brand Partnership Studio
Animation: Puppetworks