ahm Insurance: A Healer Main

ahm Insurance supports players in-game like IRL

Challenge:ahm Insurance tackled the challenge of engaging Gen Z at a crucial life stage: transitioning from family health insurance to their first 'singles' cover.The goal was to drive awareness of ahm among an audience who’d never been in the market before, helping ahm be top of mind when they shopped for insurance for the first time.We faced a dual creative challenge: we had to not only gain the attention of this challenging demographic, which research told us were allergic to health insurance because it's too complicated, but also engage it long enough to demystify said complicated health insurance.Solution:The idea was to make ahm Insurance famous among Gen Z by delivering on ahm’s brand promise of ‘straightforward’ health cover through an interactive brand experience in video games and Twitch.Five of Australia's top gaming influencers each created a character named ‘ahm Insurance’ as 'A Healer Main' (ahm) in Twitch’s top multiplayer games - Fortnite, World of Warcraft, League of Legends and Valorant - before mirroring ahm's IRL role in engaging livestreams.We also reimagined the streamers in ahm’s iconic ‘straightforward’ line-drawing style; with the most prominent, PandaTV, becoming an epic live-animated ahm VTuber.We not only created intimate 1:1 brand moments with hundreds of gamers, but reached the masses, broadcasting the streams on the Twitch homepage from the streamer’s channels.To amplify the live events, we not only heroed highlights from the sponsored streams, but invited the community to share their own healing clips too, to feature on Twitch's homepage in a first-of-its-kind ahm health shelf—effectively branding healing across Twitch.Results:Content Engagement
118,715 minutes watched (82 days of attention)
1,593 brand interactions
87,763 total stream viewsBrandlift study key resultsTop of Mind (TOM) significantly improved at a 90% confidence interval for ahm among 18-24 years age group
Aided brand awareness jumped 8%
Aided ad awareness jumped 16%Accompanying Media metrics13,074,253 Impressions in the accompanying targeted media campaign.
19,274 Click through rate
2,695,134 Cumulative reach
Avg 91% Video completion ratesChat comments:vlc15123: this is the most random but best collab ever thank you ahm for this amazingcontentc0llnb: ive lived my whole life without health insurance and that ends now!! i will be doing this immediatelyartymusey: im switching from bupa right now