Case Study
ahm partners with Survivor
With fans of Australian Survivor 1.2 times more likely to have cover with a private health provider and 2.5 times more likely to be looking at switching to a new provider in the next 12 months, a digital sponsorship of the program was the perfect way for insurance brand ahm to convert new customers.
The challenge
According to a report from public policy thinktank the Grattan Institute, up to 60% of Australians will drop their private health insurance by 2030 leaving fewer than 40% of the population covered. Young people are particularly at risk of forgoing their private health cover and insurance brand ahm needed to reach this audience to highlight the benefits and flexibility of its products.
The execution
ahm partnered with 10 to create an integrated, multiplatform sponsorship. At the heart of sponsorship was the new digital-only series, Talking Tribal. Hosted by James Mathison and former Survivor contestant Luke Toki, each episode unpicks the strategy, alliances and drama from the series. In 2020, three episodes featured a bespoke segment created for ahm, aligning to the brand’s messaging of ‘Alliances Made Simple’.
The sponsorship included 100% share of voice on the Talking Tribal pages, as well as pre-roll and mid-roll on each stream. Additionally, ahm was integrated via the opening graphics with the iconic scissor motif woven into the graphics for each episode.
Social posts, broadcast promos, eDM and editorial drivers pushed viewers to the Talking Tribal series with bonus branded social posts pointing to the sponsored content. With the help of 10, ahm secured former Luke Toki as talent for an integrated brand TVC – a sweet tie in to his role on Talking Tribal. A schedule of 15 and 30 second video activity across Talking Tribal, Survivor and 10 Interactive ensured ahm remained top-of-mind during the sponsorship with more than 1.2 million impressions delivered in total.
The results
The sponsorship had a significant impact on driving brand awareness. Post campaign analysis found 90% of total viewers were aware of ahm while the percentage increased to 92% for committed viewers.
People who engaged with the sponsorship elements were significantly more likely to have taken action in relation to ahm as a result of the sponsorship.
The sponsorship reached the right audience with viewers 1.2 times more likely to have cover with a private health provider and 2.5 times more likely to be looking at switching to a new provider in the next 12 months.
ahm’s key messaging around control and flexibility came thoroughly clearly with 63% of viewers agreed that ahm, “offers flexible health insurance” and “flexi packages let me control how I use my extras”.
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