Amaysim will launch the second stage of its David Hasselhoff campaign, which duped media around the world into thinking the former Baywatch and Knight Rider star had changed his name to Hoff, this Sunday.
The first stage of the campaign, created by The Special Group, saw Hasselhoff make an announcement on Youtube saying he was changing his name to Hoff. Hours later, after hundreds of media outlets around the world had carried the story, it was revealed to be part of Amaysim’s new marketing campaign.
On Sunday the brand moves into stage two, with a series of ads focusing on single benefits of moving to Amaysim and bringing your own phone and having no contracts.
Amaysim’s chief commercial officer, Andrew Balint, told Mumbrella that the campaign would be rooted in the same humour of the original ad and the that the brand was now in a position to capitalise on the broader recognition it had generated with the launch.
“We are keeping the concept really simple and just showcasing singular proof points,” said Balint.
“Rather than having ads stuffed full of features and dull facts we are just going to feature one point at a time.”
An example of the new direction is an ad where Hasselhoff talks about staying on couch and how a customer can order a sim which will be delivered to their home for free, ostensibly taking the hassle out of getting a new phone plan with the company.
Amaysim head of corporate communication Ged Mansour said the campaign was running across multiple channels.
“While of course there is a TV component there is a very strong online component across Facebook, Youtube, etc.” said Mansour.
“We actually have some really good insights from online from round one with sometimes a 30-second format working better than a 15-second format.”
The original campaign reached more than 6.5 million people online according to the company.
“We have seen brand search jump up by over 25 per cent, which really shows interest in the brand surging.” Balint continued.
The campaign is the start of a strong push by Amaysim in 2016 with a number of different executions to be released over coming weeks.