AAMI sets new course for life insurance products
AAMI has launched its first campaign since the brand ditched Rhonda and Ketut, with the new spot promoting its income protection insurance, with AAMI marketing manager saying it sets a new course for the brands life insurance products.
Created by Ogilvy Melbourne, the campaign highlights the potential consequences of living without an income.
AAMI marketing manager Richard Riboni said: “The campaign deliberately sets a new course for AAMI’s life insurance products; one that is bold and confident and will go a long way to achieving our objective of creating impact and cut through in a category that’s typically staid and predictable.
“This campaign provides an opportunity to evolve the AAMI brand beyond just being considered as a car, business or home insurer. Creatively it leads the brand into slightly new territory, further distinguishing ourselves from our competitors and will clearly resonate with our target audiences.”
Complementing the 30-second commercials, which launched today across free to air and paid TV, is YouTube and pre-roll video content and digital display.
Ogilvy Melbourne executive creative director Brendon Guthrie said: “Designed to grab attention and successfully showcase the offering we took a more lateral approach with this campaign. We are extremely fortunate to be working with a client that was prepared to really push the boundaries in the sector.
“The Life Insurance campaign is particularly ground breaking. It’ll tip the category on its head by talking about a traditionally taboo topic in such an emotive and entertaining way.”
Credits:
AAMI
- Kathryn Jennings: Manager, Marketing Direct Life
- Amy Champion: Campaign Manager, Direct Life
- Richard Riboni: Executive Manager, Marketing
Ogilvy
- Chief Creative Officer: Steve Back
- Executive Creative Director: Brendon Guthrie
- Senior Copywriter: Lenna Boland
- Art Director: Jesse McCormack
- Agency Producer: Jennie McCartney
- Production Company: Finch
- Group Account Director: Matt Rose
- Senior Account Manager: Toby Gill
Production
- Director, Finch: Nick Ball
- Producer: Camilla Dehnert
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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