ahm and Channel [V] bring mystery celebrity to Sydney Harbour Party via Huckleberry Agency
Last week ahm formed an exclusive partnership with Channel [V] to put on an Island Party on Sydney Harbour with international Grammy nominated artist Ed Sheeran revealed as the mystery performer.
The event formed part of a campaign developed by Huckleberry Agency, who manages the media strategy and buying for the health insurer. MCN created a promotional video to hype up the event.
Huckleberry identified the partnership with Channel [V] in a move to attract a younger audience to the brand through alignment with their lifestyle interests. Live music was recognised as a key passion point and the resulting partnership with Channel [V] covers broadcast, activation, digital and social.
In the lead up to the event, details of the artist were kept tight-lipped, with clues and a supporting consumer promotion running through ahm and Channel [V] social and digital sites.
The Island Party is just one component of ahm’s music partnership with Channel [V]. Earlier in the year, ahm brought the [V] Music Stage to The Australian Open of Surf, with The Presets and Birds of Tokyo headlining. After the Island Party, ahm will continue the live music initiative with a series of pop-up [V] Guerilla Gigs.
Says Nathan McEwan, head of marketing for ahm: “The ahm brand proposition is designed and built specifically for a younger and savvier segment and this partnership identified by Huckleberry continues to position us as a lifestyle brand and choice. Health insurance is perceived to be complex and we are all about simplifying it by giving the consumers exactly what they need.”
Says Jason Stella, head of communications strategy at Huckleberry Agency: “This campaign is a first for the Health Insurance category, and this partnership with Channel [V] is a great platform from which to hero ahm’s brand proposition. As a brand that pushes the boundaries, this is an innovative, progressive and well-informed move from ahm.
“We have already seen this concert series resonate with a youth audience and Ed Sheeran proved to be an incredible popular performer at the Island Party this week.”
ahm has also recently launched a new TVC via Interbrand.