AAMI creates outdoor campaign that changes with the weather

AAMI is using weather conditions to determine the schedule of its new digital creative campaign for Roadside Assistance.

The series of executions created by Ogilvy roll out on Ooh Media’s digital screens based on sunny, rainy, cloudy and windy weather conditions, as determined by Ooh Media’s digital media weather triggering technology.


The technology uses a weather feed from the Bureau of Meteorology.

Brendon Cook, CEO of Ooh Media, said: “It’s a really smart concept for an insurance company to leverage the local weather conditions to attract attention, relate to the audience and promote its service,” Cook said.

Anthony Russell, brand manager, AAMI added: “By tapping into local weather conditions and dynamically serving ads to match, we’re grabbing drivers’ attention in an entertaining and relevant way, which will increase recall for the advertising and brand.

“Weather is a natural fit for any insurance company, but our positioning of being ‘not very insurancey enabled us to have a bit of fun with the advertising and we’re all really proud of the finished product,” Russell added.


Starcom has been involved in optimising coverage, content and technology.

The new campaign will launch this week across South Australia, Victoria, Western Australia, Queensland and New South Wales for one month.

Classic billboard advertising will also roll out over the period to sustain awareness for the campaign, which will run for three months.

  • Creative agency: Ogilvy
  • Media agency: Starcom

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