There’s a complicated way to select health insurance, and there’s an easy way.
“The health insurance matrix is a confusing place where people have their souls stolen by robots,” DDB Melbourne, executive creative director Simon Bagnasco noted.
So DDB has given ahm ownership of the easier way to choose health cover. The easier way is to go straight to “Australia’s best value health insurer, ahm”.
The Keep it Simple campaign launched this week with a TVC called In the Matrix, that gently mocks super-tech ways to compare health insurance offers…
…and perhaps also the know-it-all woman of the house.
In it, a woman is using virtual reality, gesture recognition, data nodes of “untold knowledge” and a handful of life coach cliches, to find the best deal.
The campaign follows the agency’s Disappearing Act TVCs, which have triggered a boom in ahm’s business and made it one of the sector’s most high profile advertisers.
“Getting health insurance doesn’t have to be complicated,” explained ahm head of marketing & communications, Peita Golden. “Everything we do at ahm is designed to make people’s experience simple and easy, whilst still delivering great value for money.”
The new campaign is supported by digital and outdoor extensions.
Creative credits:
Agency: DDB Melbourne
Chief creative officer: Darren Spiller
Executive creative director: Simon Bagnasco
Creative director: Robbie Brammall
Senior art director: Chris Andrews
Head of onscreen: Simon Thomas
Executive planning director: Ian Forth
Group business director: Sarah Bailey
Business director: Luke Osborn
Business manager: Sophie Dimopoulos
Production company: Scoundrel
Executive producer: Adrian Shapiro
Director: Tim Bullock
DoP – Daniel Ardilley
Post production: Method Studios
Editor: Adam Wills
Grade: Edel Rafferty
Online edit: Jamie Scott
Producer: Catherine Park
Sound design: Colin Simkins @ Gusto Music
Gusto producer: Brigid Giles-Webb
