Special Group convinces David Hasselhoff to change his name to launch Amaysim campaign

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Amaysim_Scenes (95 of 110).jpgAustralia’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.

“This is part of a broader campaign we’re launching today to remind Aussies that taking at least one hassle out of your life can be as simple as changing your mobile phone plan,” said amaysim’s Chief Commercial Officer, Andrew Balint.

“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