Forget the woes of becoming an adult at 18, health insurance brand AHM has teamed up with youth media company Vice to help simplify becoming an adult at the ripe age of 30.
Health insurance brand AHM has teamed up with youth media company Vice for the launch of a four-part online game show series called 'are you ready to be 30?' ... or 'AYRTB30'.
The approach taps into the same mindset as the health insurance’s current TV ad campaign, arguing that millennials “aren’t exactly full blown adults yet” and are looking for less serious, doom and gloom messaging – such as simple health insurance information and services.
The co-branded series, also running across Vice and SBS Viceland as extra, bespoke cut-downs, aims to offer young Australians respite from the pressures of ageing and passing on advice (and criticism) in a new way.
The brand says whether it’s dating, relationships, social skills or grasp on life admin, many 25-35 year olds feel a sense of pressure about where they are at in life, or how capable they are at living their life - with much of the pressures of becoming an adult are hinged on how close one is to 30.
Head of brand and acquisition at AHM health insurance, Amanda Romeo, says the campaign was a great opportunity to not only build awareness for the brand, but also convey what its stands for: “a simple, affordable health insurance option for millennial minded consumers”.
“We were keen to reach a new, young audience and leverage Vice’s expertise in the content space, so we saw a great alignment between our brand and the AYRTB30? Content,” Romeo says.
“We appreciate that while growing up is an inevitable part of life it’s also important to not go ‘full adult’ too quickly.”
