ahm and Clemenger BBDO's 'The Simple Bit' Reimagines Brand Tone

ahm health insurance has today launched a new brand platform, The Simple Bit via Clemenger BBDO Melbourne.

The campaign features a new visual identity, an evolved tone and plenty of wryly observed truths about life today.

Says Peita Golden, director of digital and brand, ahm health insurance: "As the dominant challenger brand within the Private Health Insurance category retail tactics and humour have been successful in affording ahm the title of the fastest growing health insurer in Australia. Although these initiatives have served us well we believe it's important we now drive a more sustainable, emotive connection with our current and future customers.

"It's no secret that the PHI category often feels unnecessarily complex. And as a brand with a large share of a youth audience we understand that life is pretty complex right now too. We believe any brand that can remedy those tensions is going to do well.

"As a brand we've always prided ourselves on being simple - whether it be our product mix or our customer experience. This is about contuning that work and making sure that everything we do and how we do it is done in the simplest way possible."

Launching across TV, digital, social and OOH, the new creative features a suite of scenarios that show how life can be complicated, annoying, stressful, confusing, awkward and at times painful.... exactly the things that ahm isn't.

Says Nicole Sykes, creative director, Clemenger BBDO Melbourne: "The Private Health Insurance category tends to be a little dry. Truth is, health (and life) are filled with hilariously complicated moments. We wanted to explore these in the most humorous and honest way possible. Liana Finck and Julian Frost - with their insightful creative styles - were the perfect people to help us do it. The result is a new platform for ahm that will continue their legacy of challenging category norms and providing simplicity when it comes to health insurance."