AAMI has launched a new national brand campaign via Ogilvy Melbourne under the banner AAMI DOES, encouraging Australians to question if their insurer of choice actually ‘does what they need it to do’.
The new launch film follows the story of Keith, as he ponders his insurance options and realises how challenging life could be with a lesser insurer compared to what AAMI DOES.
“In insurance, as in life, there are those who say they do and those who actually do. Too many talk the talk, but just a few really walk the walk," Ogilvy executive creative director David Ponce de Leon says.
"We are delighted to have the opportunity to show Australians how ‘AAMI DOES’ in comparison with other insurers. We believe that’s what makes AAMI different and why it’s ‘Lucky you’re with AAMI’."
The fully integrated campaign extends through outdoor, online, social, radio and customer communications.
“As one of Australia’s leading insurers, AAMI has always been committed to giving our customers all the cover they need without making them pay through the nose for it," AAMI Marketing Manager Toby Gill says.
"This time around, we’re boldly calling out the things AAMI does, and other insurers don’t, highlighting what claim-time could be like with and without AAMI. The integrated campaign will be brought to life nationally through multiple executions allowing Australians to distinguish for themselves who are the ‘DOERS’ of insurance.”
Suncorp Group chief marketing officer and executive general manager of brand and marketing Mim Haysom says AAMI has a "long and proud" history of doing.
“For 50 years we’ve always strived to be a brand that doesn’t just talk, but ‘DOES’, and this campaign is promoting that," Haysom says.
The new AAMI film will air nationally, with more ‘AAMI DOES’ surprises to come later in the year.
Credits:
Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Tammy Hall: Head of Group Brands
Mark Behr: Executive Manager, Marketing Insurance Portfolio
Toby Gill: AAMI Marketing Manager
Olivia Rourke: AAMI Marketing Lead
Amy Wagner: AAMI Marketing Specialist
Suzanne Bunn: Content Lead
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Ryan Clayton
Senior Social Creative, Julia Stretch,
Social Creative Robbie Ten Eyck
Head of Strategy: Virginia Pracht
Head of Production: Susannah George
Group Account Director: Milly Scott
Senior Account Director: Stephanie Nikolovski
Account Director: Benedict Smith
Senior Account Manager: Alexander Leahy
Head of Print Production & Studio, Brendan Hanrahan
Production Company:
Production company: Sweetshop
Director: Nick Kelly
Managing Director: Edward Pontifex
Producer: Allison Lockwood
DOP: Stefan Duscio
Post-Production: Arc Edit
Editor: David Whittaker
Post Producer: Freya Maddock
Colourist: Edel Rafferty
Online Artist: Eugene Richards
Music: Cornel Wilczek (Electric Dreams)
Sound: Sam Hopgood (Bang Bang Studios)
Photographer: Hugh Peachey
Stylist: Sarah Banger
End-frame: The Producers
Photographer: Jessie Smith
Media Agency: OMD
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