Special Group convinces David Hasselhoff to change his name to launch new Amaysim campaign
Australia's fourth largest telco, amaysim, has
revealed the reason behind the recent announcement by American TV acting
legend, David Hasselhoff, that he was changing his name to "David
Hoff."
The campaign was launched on Friday via social media when
David Hasselhoff released a video claiming to be changing his name to
David Hoff. At the same time, his social media monikers were changed
from 'David Hasselhoff' to 'David Hoff', further fuelling speculation as
to what was behind the move.
The video set media and social
platforms abuzz, firstly in the States and later in Australia and across
the UK and Europe. By Friday afternoon (AEST) the stunt was trending
globally on Twitter.
amaysim has since confirmed that the name
change was part of a marketing campaign created by Special Group, Sydney
under the banner 'less hassle, more hoff'. The campaign focuses on
amaysim's commitment to delivering an amazingly simple experience for
mobile users.
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"We're excited to be able work with such an exciting challenger brand in the telco category. Oh, and our favourite cast member of Baywatch," said Special Group's creative partner, Dave Bowman.
Special Group has been working with amaysim since August after a competitive pitch. "We are absolutely delighted to be working with the amaysim team. They're agile, ambitious, collaborative and innovative. It's been great to partner with a company whose culture so closely fits with our own and we can't wait to see where we can help take the brand," said Cade Heyde, managing partner at Special Group.
The campaign includes TV, digital and content executions to be released this weekend.
Agency: Special Group Australia
Creative Partner: Matty Burton and Dave Bowman
Art Director: Charlie Gearside
Copywriter: Jack Nunn
Design: Dan Jones
CEO: Lindsey Evans
Managing Partner: Cade Heyde
Account Director: Lily Waters
Executive Producer: Celia Nicholas
Planning Director: Dave Hartmann
Production: Burger Films ( UK )
Director: Matt Huntley
Executive Producer: Alan Traquair
Editor: Bernard Garry - The Editors
Online: The Editors
Composition/Sound: Song Zu
PR: Hausmann Communications
Media: PHD
Client: amaysim
Chief Commercial Officer: Andrew Balint
Head of Customer Acquisition: Paul Bailey
Senior Marketing Manager: Heidi Melville
Head of Corporate Affairs & Communications: Gerard Mansour
