ahm health insurance + Melbourne International Comedy Festival launch The Punchline via Gen C

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01 ahm ComedyPunchline Final.00_00_33_13.Still002.jpgTo promote the partnership between ahm health insurance and Melbourne International Comedy Festival, Melbourne video content agency Gen C had a novel idea: 1800 The Punchline. A call centre for those in need of a laugh. The only problem – Darren who works at the Punchline call centre isn’t funny, at all.

The campaign gives ahm health insurance an interactive punchline for the brand’s younger demographic throughout the entire festival, focusing on relevance and coverage across digital platforms rather than a one single video. Followed by a series of Facebook live videos, the campaign video features a dour telephone operator, Darren, telling archetypal, boring jokes.

01 ahm ComedyPunchline Final.00_00_29_12.Still003.jpgThe Punchline campaign will run throughout for the duration of the Melbourne Comedy Festival, targeting punters every Tuesday to remind them to visit ahm health insurance-sponsored, ahm Tightarse Tuesdays at the Festival. Darren, the campaign’s lead, is played by comedy legend, David Quirk.

Along with creating a promo video for The01 Dog FINAL.00_00_26_07.Still001.jpg Punchline, Gen C ran a Facebook live event, teaser video, and three individual campaign videos. 

Says Jack White, director, Gen C: “It’s important that our clients get as much content and exposure out of their shoots and campaigns as possible. That means creating videos that deliver the campaign message in a range of formats, and02 Brett FINAL.00_00_02_20.Still001.jpg reach audiences on multiple platforms. For ahm and MICF, that means making content that reaches their customers throughout the entire MICF period, not just the lead up.”

Says Josh Dorevitch, campaign manager, ahm: “Gen C presented a great opportunity to create entertaining and03 Hands  FINAL.00_00_25_13.Still001.jpg engaging content that spoke directly to our savvy, price-conscious audience. The Punchline allowed us to not only drive awareness for our partnership with the MICF but by focusing on a key pillar in Tightarse Tuesdays we were also able to convey what we stand for as a brand: simple, affordable health insurance.”

Client: ahm health insurance

Head of Brand and Acquisition Marketing: Amanda Romeo 

Campaign Marketing Manager: Josh Dorevitch:   

Client: Melbourne International Comedy Festival

Marketing and Partnership Director: Denise Damianos

Associate Director: TV and Content: Claire Hammond

Partnership Manager: Rachel Toop

Social Media Coordinator: Nick Robertson

Creative Agency/Production company: Gen C

Creative Director: Jack White

Director: Julian Lucas

Executive Producer: Nicholas Cox

DOP: Samuel Broeren

Editor: Chris Axiaq

Producer: Jordan Pert and Zac Fuller

Set Design: Sophie Hayward

Media agency: Carat  

Client Operations Executive: Lucy Telling