AHM Insurance: A Healer Main

Background

Health insurance gives Gen Z the ick—it’s too complicated. Not ideal when they’re starting to age out of their parent’s cover. ahm Insurance needed to intercept, engage and build awareness among Gen Z, to make themselves mentally available during that first buying occasion.

Idea:

ahm delivered on their brand promise of straightforward insurance through an analogous brand experience. Five Twitch streamers created ‘A Healer Main’ character named ‘ahm Insurance’ in Twitch’s top multiplayer games to help heal other players, mirroring ahm's IRL role in intimate brand moments; in engaging livestreams on the Twitch homepage, where they simultaneously lead a live discussion, demystifying health insurance with their chat.

Execution:

Five streamers streamed for two hours each, where they not only created ‘A Healer Main’ character to heal others in-game, but chatted with their communities in depth about insurance.

ahm reimagined the streamers in their distinct ‘straightforward’ style, with the most prominent transformed into an innovative ahm VTuber.

The streams were amplified through a pioneering ahm ‘health shelf’ that lived on the Twitch homepage, featuring sponsored stream highlights, and UGC from the community—resulting in ahm owning healing across Twitch.