The Challenge

ahm had strong brand awareness. But, in the competitive category of health insurance, we needed to improve the conversion of this awareness into consideration and preference among consumers.

Research revealed that people recognised ahm's distinctive branding and tone of voice. But we saw an opportunity to strengthen why to chose ahm – for being a brand that was simple to deal with and for being affordable and value for money. Reinforcing these unique brand benefits would mean that ahm would be added to more consideration lists for people in the market for health insurance coverage.

Strategy

To address this challenge, Carat developed a media strategy for ahm called "The Feel-Good Factor." This strategy aimed to create an emotional connection with Australians, who were, consciously or subconsciously, seeking quick, positive uplifts in everyday life (a cultural moment known as the “Vibecession”). By activating in media environments that embodied ahm's brand ethos of "enjoy more, stress less," the campaign sought to motivate this target audience to choose ahm.

Using dentsu proprietary audience tools, ahm identified TV sponsorships as a strong potential channel to influence lower-funnel objectives. Among the various opportunities, the popular Paramount program I'm a Celebrity Get Me Out of Here emerged as the perfect fit due to its positive, engaging atmosphere. This popular reality show aligned well with ahm's brand values and offered a platform that resonated with the target audience while reinforcing ahm's simplicity and affordability.

The Solution

The bespoke partnership with I'm a Celebrity Get Me Out of Here was crafted to deliver high-impact integration across several touchpoints. The campaign was designed with three core components:

• In-Show Moments: Integrated segments within the show were designed to highlight ‘feel-good’ moments that aligned with ahm's brand message. This built strong emotional connections and increased awareness in a natural, engaging way.
• Bespoke Content: Custom TV commercials (TVCs) featuring show talent Robert and Julia were created to embed them into the world of ahm and place ahm in the jungle. Additionally, bespoke program IDs were created to ensure consistent branding throughout the episodes, increasing trust and preference.
• Personalised offers: To drive lower-funnel action, innovative digital elements such as Scan ID assets were introduced, prompting viewers to explore ahm's offerings via QR codes. Personalised offers were delivered through dynamic BVOD creative, enhancing the overall engagement with tailored content. This integration spanned multiple platforms, from TV and broadcast to digital and social channels, ensuring maximum reach and engagement.

Results

The partnership between ahm and I'm a Celebrity Get Me Out of Here successfully achieved its objectives, delivering measurable impact across the entire funnel. The integration increased brand meaning and drove tangible business outcomes, from consideration to action.

• Increased brand reach: The campaign reached over 8.5 million people, with an average of 1.3 million viewers per episode across all screens.
• Improved brand consideration: Viewers of the show were 1.8x more likely to consider Ahm when selecting a new health insurance policy, and 1.4x more likely to consider switching from their current provider.
• Enhanced action: Those exposed to the partnership were more 3x times as likely to take an action to engage with the brand in some way (eg search for, enquire, recommend etc). Viewers were 4.3x more likely to search for ahm online and 4.5x more likely to recommend ahm to others.