AMI Insurance reminds Kiwis they are 'on your side' via Colenso BBDO

12 November 2020

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The campaign is inspired by real experiences of how AMI customers say they feel when something goes wrong in their lives.

Televisions that dream of great adventure, bathroom taps that turn into fountains and posts that perform invisibility tricks are part and parcel of AMI’s newly-launched brand platform that celebrates the company’s human approach to insurance for Kiwis.

The campaign is inspired by real experiences of how AMI customers say they feel when something goes wrong in their lives.

Shot by Alex Roberts of Finch, the short films use anthropomorphic household items to show that it can indeed feel like posts appear out of nowhere, taps have minds of their own, and that TVs sometimes just disappear out the door.

“Humanness is at the centre of AMI’s values and our team members are committed to being on the side of our customers," AMI marketing manager Jessica Bunker says.

"This means we know that when something happens and a customer makes a claim, listening to them goes a long way in making them feel that we’re on their side when it might feel to them like the world isn’t.

“A key part of the creative strategy was to give these everyday inanimate objects quirky personalities and to create a memorable campaign that also resonates with Kiwis’ everyday lives.”

The brand platform, On Your Side, was created by Colenso BBDO.

“New Zealanders need to know their insurer is going to be on their side when they call to make a claim," Colenso BBDO strategy director Henry Kozak says.

"They need to know they have their best interests at heart and that they’ll respond with understanding in those often stressful moments. On Your Side is AMI reinforcing that promise.”

On Your Side launches nationwide, across TV, OOH, digital, press and social channels.

Client: AMI
Agency: Colenso BBDO
Production Company: FINCH
Director: Alex Roberts
Managing Director: Corey Esse
EP / Producer: Jimena Murray
DOP: Ginny Loane
Editor: Lucas Baynes at ARC Edit
Post production (company name): Perceptual Engineering
Colourist: Matic Prusnik
Online: Jon Baxter at Perceptual Engineering
Music & Sound Design Producer: Tamara O’Neill
Music Composition: Peter van der Fluit
Sound Design & Music (company name): Liquid Studios
Sound Engineer: Craig Matuschka
Marketing Manager, AMI: Jess Bunker
Senior Segment Manager, AMI: Melanie O’Leary
Marketing Coordinator, AMI: Meika Etheridge
General Manager, Customer and Marketing - Renee Milkop-Kerr

Media: PHD Media

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