AAMI has built interactivity into its latest campaign, giving viewers the ability to click on its video ads and impact the outcome of the creative.
The campaign for life insurance and income protection products introduces customers to a dad chaperoning his daughter at a boy band concert, and an injured woman forced to take in a repulsive boarder to make ends meet. In two separate video spots, users are able to click on buttons to put both characters out of their misery: dad starts dancing, and the odious boarder disappears.
Advertisers are tuning in to the ability to make video content more interesting and interactive than TV ads. Earlier this week Honda in the UK launched an interactive ad that let viewers switch between two Narratives within a YouTube video.
AAMI's campaign also includes two traditional 30-second TV ads that continue the character's stories on free to air and pay TV.
The first plays on the idea that “there's nothing you wouldn’t do for your family. But there's something you should do” while the other shows the consequences of being “without an income.”
“As with our previous campaigns, the key creative challenge for both of these TVCs, was to work out a way of continuing to talk about such delicate subjects as death or serious injury, in a humorous, light hearted way that stayed true to the AAMI brand,” Suncorp Direct Life marketing manager Kate Jennings said.
“We’ve really tipped the category on its head by talking about what can be taboo topics, and the next phase of work builds on what has been a very successful creative platform to date.”
The campaign will also be supported by digital display and pre-roll video content.
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