The Simple Bit - The new brand platform for Australia’s fastest growing health insurance brand
Duration: 30sec| Size: 5.59 MB
Today, ahm is launching a new brand platform anchored in simplicity with a television, print and online campaign which highlights that while life can be complicated, confusing and stressful, health insurance doesn’t have to be.
ahm General Manager Jan O’Keefe said the company’s rapid growth over the past four years has been because they’ve got the basics right.
“Our customers are looking for value. They want health insurance to be simple, easy and affordable. We’ve always anchored our messaging around price, but this new brand platform highlights the bold simplicity of our products and customer experience. Our customer base is the youth market and we know they value simplicity as particularly important.”
Led by ahm’s brand team and creative agency Clemenger BBDO Melbourne, the new strategic platform called ‘The Simple Bit’ focuses on how ahm can play a role in reducing the complexity in health insurance and beyond.
Ms O’Keefe said ahm’s target customer, millennials, are wanting more of a reason to take up health insurance so a fresh and relevant brand strategy is crucial.
“Since the distinctive, black and white rebranding in 2014, our brand awareness has grown rapidly, with two out of three Australians aware of ahm health insurance*. 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 says “As we all know, being simple is incredibly tough. For ahm this isn’t just a campaign, it’s a service promise.”
The campaign execution echoes the sentiment of simple, with a hand-drawn illustrative style, developed in collaboration with New York based illustrator Liana Finck, best known for her column in The New Yorker.
About Us
ahm, part of the Medibank Group, take a straight-forward approach to health insurance and cutting out the complexity. With ahm health insurance, customers can rest easy knowing they’re backed by one of Australia’s largest health insurers. More than 700,000 Australians have trusted ahm with their health insurance over the past 40 years, as well as supporting a local success story – ahm was founded Wollongong, NSW. The local sales and service centre proudly remains in the heart Illawarra region, employing more than 200 people.
