Cannes Lions

AVERAGE ME

CHE, Melbourne / AHM BY MEDIBANK AND GROUP DIVERSIFIED / 2014

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Overview

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Credits

Overview

Execution

The experience seeks to do, not tell.

Despite switching language flooding the health insurance market, only less than 4 per cent of people switched in the last two years. We wanted people to see switching as less of a complex process and more of a savvy behaviour.

Average Me was developed for people to create the ‘average customer’ based on merging facial features. In creating this ‘person’ we gave users the experience other health insurance providers engage in.

Many face morph technologies exist, but rely on the consistency of the input and a substantially manual creative layer. Given the social nature of this campaign, we needed to find a solution suitable for Facebook photos, which vary in size, tilt of the head and lighting.

A bespoke solution was conceptualised and developed for Average Me.

Hundreds of photos were taken in a light controlled environment. Each retouched to provide options in tone and dissect facial features. Assets were defined by gender, race, feature and tone to provide a complex matrix of combinations, and became the basis for all ‘averages’ generated.

To add complexity, no more than one attribute could be called from each photograph to ensure a ‘real’ person was never represented.

FB Connect personalised the experience and removed the barrier of uploading friends photos, while Rekognition software validated and accurately measured facial features. Using this data, we developed a solution to calculate the overall average of the inputs, and call corresponding assets from the bespoke database to render a realistic, polished result. When inputs are changed, results updated.

The default gender correlates to user, but could be switched on the results page.

As the average result is returned, the user is alerted to the category issue, and invited to interact with AHM to find a solution that is ‘not average’.

Outcome

By creating a value exchange we opened people up to the idea of switching their cover to keep enjoying the extras they want to use, as opposed to the ones they’re told they can use.

Multiple strategies were executed to support the online experience and deliver on the objective to drive switching.

• Online Display including page takeovers to drive mass awareness and initial engagement

• Social strategy to drive engagement, delivering organic reach while building credibility

• Retargeting strategy to deliver timely and relevant DR messaging via digital display and FB advertising

• Lead generation strategy to capture prospects and nurture leads through to conversion.

Results to come

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