Vice launches co-branded content series ‘Are you ready to be 30?’
Vice has partnered with ahm Health Insurance to create a content series in the format of a game show called ‘Are you ready to be 30?’.
The first episode features three contestants all in their mid to late 20s who participate in three challenges to find out who is the most ready to be 30.
Life assessment, a physical challenge and the lightning round are the three challenges the contestants must complete.
Questions asked by the host include: how many times this week have you had food delivered?, How many people have you recommended a podcast to in the last month? And how many keys do you have on your key ring?
The ‘physical challenge’ requires the three contestants to scrub red wine out of a carpet sample in 30 seconds, after which each contestant must draft an email to the real estate agent to explain the mess made by the red wine.
The lightning round involves the three contestants reciting a phone number which is not their own and answering questions such as what is the best month to sow tomato seeds?, How many seasons did Gossip Girl run for? And what are the ingredients in gravy?
The brand partnership was developed in collaboration with ahm’s media agency, Carat.
Amanda Romeo, head of brand and acquisition at Ahm Health Insurance, said in a statement: “We were keen to reach a new, young audience—and leverage VICE’s expertise in the content space—and we saw a great alignment between our brand and the AYRTB30? content.
“We appreciate that while growing up is an inevitable part of life it’s also important to not go ‘full adult’ too quickly. So this campaign presented us with a great opportunity to not only build some awareness for the ahm brand but also convey what we stand for: a simple, affordable health insurance option for millennial minded consumers.”
Damien Miller, head of client services at Vice Australia, added: “We’re excited to be partnering with ahm health insurance, a company who share our vision of keeping it real and creating content that has genuine meaning to a young audience. We knew from the outset that to cut-through, this content had to be irreverent and be a little bit out there.
“To us, this series is a perfect example of taking a topic that might not be a typical water cooler conversation for millennials and turning it into one.”
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