Sunday, 15 November 2015 11:40

VIDEOS: Amaysim’s amazing marketing 'hustlehoff'

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Digital mischief by courtesy: Alex Z-R Digital mischief by courtesy: Alex Z-R

David Hasselhoff’s unexpected name change made global headlines, with no-one imagining it would be thanks to Aussie telco Amaysim.

David Hasselhoff is universally known as ‘The Hoff’, and universally known for his roles in Knight Rider and Baywatch, so when news broke earlier this week that David had officially changed his name to ‘The Hoff’, there was naturally some bemusement as to why - and whether the news was genuine, or not.

I had personally thought it a clever marketing stunt on The Hoff’s behalf - the latter part of his life appears to have been one of the world’s most wildly successful marketing stunts, so why not another? It was just part for the course, clearly designed to ‘remove the hassle’, and no-one was going to get in a huff about Hoff going off on a marketing frenzy.

After this amusing revelation made global news headlines, it came as a surprise to see that Australia’s No.4 telco, Amaysim, was responsible for getting Hasselhoff to change his last name to Hoff.

Hasselhoff wrote in a tweet accompanying a video talking about the name change, and said: “Big news today and a massive relief for me. I hope everyone can understand… it feels great!”

Naturally, Hoff’s social media fans openly wondered why the name change was made, with social media account names changed from David Hasselhoff to David Hoff, confirming the change was real.

Now, Amaysim, has now confirmed that the name change was part of a marketing campaign that launched yesterday, under the banner ‘less hassle, more Hoff’. Various Amaysim commercials featuring The Hoff are embedded below, while the home page for the Amaysim 'Meet David Hoff' campaign is here.

The campaign focuses on amaysim’s commitment to delivering an amazingly simple experience for Aussie mobile users through its suite of no-lock-in-contract, ‘one decision plans’, which all include unlimited talk and text meaning the only call consumers need to make is how much data they want.

amaysim’s Chief Commercial Officer, Andrew Balint, confirmed the telco was behind The Hoff’s social media posts, saying the campaign was a fun way of challenging Aussies to think about whether they are simply choosing to live with hassles in their lives that they don’t have to.



“This is part of a broader campaign we’re launching today to remind Aussies that taking at least one hassle out of your life can be as simple as changing your mobile phone plan,” Balint said.

“Anyone can relate to wanting to kick a few of life’s hassles to the kerb, and we were buzzing at the thought of working with a global icon like The Hoff to have some fun while showing people how easy it is to make life a bit simpler.”

The ad campaign spans TV, radio, digital and social.

There’s no word as yet on whether Hasselhoff will change his name back at some stage in the future – he might just decide he likes the hassle and hassel-free life too much.

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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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