A cautionary tale of ‘Bargain Regret’ in AAMI’s new campaign via Ogilvy Melbourne

The latest AAMI campaign via Ogilvy Australia, Melbourne, taps into “bargain regret” – when the lure of a bargain goes pear-shaped.

From popcorn exploding vacuums to rogue smoking Stairmasters, the 60-second launch film showcases the repercussions of going for the cheapest option.

Says Lenna Boland, group creative director, Ogilvy Australia, Melbourne: “We’ve all gone down the path of thinking we’ve scored an unbelievable deal, only to be left with a dreaded feeling of disappointment when it all goes wrong. The promise of cheap and cheerful, unfortunately, often ends with a painful ‘should have known better’ feeling. That feeling is Bargain Regret. And this is the basis of AAMI’s cautionary insurance tale.”

Rapthi Thanapalasingam, Head of mass brands & sponsorships, Suncorp Group said: “Bargain Regret is such rich territory and something we can all identify with. Vacuum cleaners are one thing, but when it comes to the important things, like insurance, we wanted to remind people that it pays to have a closer look. To think twice about the real value your insurer offers. But, to do so in a typically entertaining, playful and engaging AAMI way.”

Adds Ryan Clayton, creative director, Ogilvy Australia, Melbourne: “The moral of AAMI’s Bargain Regret story is simple: don’t go cheap on the important stuff.”

Says Mim Haysom CMO/EGM brand & marketing, Suncorp Group: “Since launching our AAMI Does platform, we’ve reasserted AAMI as Australia’s leading national insurer by showing Aussies we do things other insurers don’t, and we deliver when it counts. We’re excited with this next evolution of our brand platform and to continue the great momentum we’ve built to date.”

The campaign launches nationally in major broadcast channels, in conjunction with special build OOH and contextual digital & social placements, and comes as AAMI continues to lead the Australian Insurance sector as the most considered brand nationally, now 12 percentage points higher than any other insurer.

Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Rapthi Thanapalasingam: Head of Mass Brands & Sponsorships – Brand & Marketing
Toby Gill: AAMI Marketing Manager
Alexandra Davey: AAMI Marketing Lead
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Group Creative Director: Lenna Boland
Creative Director: Ryan Clayton
Head of Production: Susannah George
Head of Strategy: Virginia Pracht
Group Account Director: Angus Pearce
Senior Account Director: Benedict Smith
Account Director: Kirstie Ly
Senior Account Manager: Cherry Lin
Social Creatives: Julia Stretch & Robbie Ten Eyck
Creatives: John Barrett & Liam Ratliff
Head of Print Production & Studio: Brendan Hanrahan
Studio: Lok Leung, Gabbie-Joy Ocello & Kat Barlow
Production Company: AIRBAG Productions
Director: Uncle
Executive Producer: Martin Box
DOP: Aaron McLisky
Production Designer: Steven Jones Evans
Photographer: Hugh Peachey
Offline Edit: ARC Edit
Offline Producer: Freya
Editor: Graeme Pereira
Post-production: Fin Design & Effects (VFX & Flame)
Colour: Edel Rafferty
Sound & Music
Music: Otis Studios
Sound: Joe Mount @ Electric Sheep


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.