AAMI shifts gear in latest brand push

Sarah Homewood
By Sarah Homewood | 30 November 2015

AAMI has moved its advertising away from love stories and has opted to sell its services in a 'not very insurancey’ way.

The business has moved on from its Neil and Gaz storyline, and for the next 12-18 months all its creative is going to centre around the concept of not being like other insurance companies.

In another twist by the brand, its recognisable ‘AAMI girl’ and her colleagues come out from behind the desk to star in the campaign.

AAMI’s executive manager marketing, Josh Wittner, said in a highly competitive category that AAMI has delivered trusted service for more than 40 years.

“Over the decades, the AAMI girl in various guises has always been there: her turn, her headset, her smile. In many ways, she’s an AAMI brand icon, instantly familiar to all Australians," he said.

“The decision to utilise this brand icon in our latest campaign provided another opportunity for AAMI to create a meaningful connection with customers while still using our trademark humour.

"We have no doubt this will resonate with our customers and be highly memorable in a marketplace where people may only think about their insurance once a year.”

The campaign was created by AAMI's agency of record for 12 years, Ogilvy Melbourne, with ECD David Ponce de Leon saying the use of the AAMI girl helped provide a humorous and unexpected approach to the work.

“In launching our new brand platform it seemed it was finally time to do something with the power of AAMI’s recognisable brand asset, the AAMI girl. And bring her to life, in an unexpected, bold and fun way. In a ‘not very insurancey’ way,” Ponce de Leon said.

“The launch execution using the AAMI girls is the ultimate celebration of the brand and what it offers, its past legacy and its continued relevance for the future. A brand that takes insurance seriously, but not themselves. It’s very, very, AAMI.”

The brand has launched several new TV ads, with cinema, out-of-home, digital, social and radio rolling out over the coming weeks.


Executive Manager, Marketing: Josh Wittner
Brand Manager: Claire Whish-Wilson
Customer Loyalty Manager: Janet Coningsby

Creative credits
Executive Creative Director: David Ponce de Leon
Senior Copywriter: Lenna Boland
Art Director: Karsten Jurkschat
Senior Copywriter: Scot van den Driesen
Senior Art Director: Sally Hastings
Head of Strategy: Gavin MacMillan
Group Account Director: Belinda Danks-Woodley
Account Director: Belinda Bassingthwaighte
Account Manager: Rebecca Lawler
Agency Producer: Jennie McCartney
Media: Starcom
Production Company: Finch
Director: Nick Ball
Executive Producer: Corey Esse
Executive Producer: Karen Bryson
DOP: Jeremy Rouse
Production Designer: Neville Stevenson
Editor: Drew Thompson at Method Studios
VFX Supervisor: Setfan Coory at Blockhead
Offline: Method
VFX: Blockhead
Grade: Ben Eagleton at BE Colour
Audio Post: Sound Lounge
Sound Design: Sam Hopgood
Music: Danke Schoen – Wayne Newton

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