AAMI invites Facebookers to star in its TV ad
In what is being billed as a first for Australian TV, people who ‘like’ the Facebook page of insurance company AAMI have the chance to appear in a TV ad.
Viewers will feature alongside Rhonda, who was hailed a heroine for not claiming car insurance in the Tim Bullock-directed spot launched last month. Their profile picture will be exported into the TV spot, appearing in place of the existing characters in the ad.
The TV ad will feature the Facebook profile pictures of 80 viewers, and will air on 23 November during NCIS LA on Ten, and will be broadcast in Brisbane, Sydney, Melbourne, Adelaide, Perth and Tasmania, as well as regional NSW and Victoria. The idea will also be supported by the Hamish and Andy website, Hamishandandy.com.au, of which AAMI is the sponsor.
Sibling agencies Badjar Ogilvy and DTDigital worked on the campaign.
Ogilvy Melbourne’s creative group head, Nicholas Desira, said: “To get audiences to interact with the AAMI brand we developed a first for Australian television. The idea allows people to interact with the brand via social media, and in doing so, appear in the AAMI commercial starring alongside Rhonda – all by simply clicking the ‘like’ button on Facebook.”
Ogilvy creative technologist Tim Devine, added: “We’ve created an experience that will one day be common place; a simple engagement that seams together multiple channels. TV is still a real-world experience, as opposed to YouTube, and people still get a kick out of being broadcast around the country.”
Credits:
AAMI Executive Manager Marketing: Richard Riboni
Ogilvy Melbourne: Creative Group Head: Nicholas Desira
Copywriter: Lenna Boland
Art Director: James Barkley
Creative technologist: Tim Divine
Isn’t this against the Facebook competition policy? As you may not use the ‘like’ button as a way to gain fans as it creates a false economy of the number of fans who like your fan page. As the fans have liked your page under a false pretence?
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So 80 viewers (and their parents, maybe) are going to watch out for the ad with their faces in it. In the holy name of dis-engagement everybody please go back to real ideas that involve a clever human insight rather than a “creative technologist”.
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no.
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Rushie. Agree 100%. Well played sir / madam.
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Salman, you’ve done it again, you keep prodding things that don’t make sense, and I love it.
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‘Anonymous’ you may be right- unless there is more to this than we know from this article.
For any competition on Facebook you cannot have people enter by simply liking a Facebook page. I am guessing that AAMI are either: a) not running this as a competition or b) do actually comply, but I have seen many Facebook competitions that do not comply.
You need a third party application on your Facebook page to capture entries. The possible result of a breach of Facebook’s promotional guidelines: the Facebook page being pulled down and money wasted!
JC- http://www.permitzgroup.com
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Hi Anonymous/John,
You’re correct in that the act of liking a page cannot be used as the actual registration or entry mechanism to a competition. However, registration can be made conditional on the basis of liking a page as stated in Facebook’s promotional guidelines. This is a common and effective way of building a community. The key to this approach is making sure you target the right people with your campaign to ensure ongoing engagement and conversation within the community post campaign
https://www.facebook.com/promotions_guidelines.php
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“A simple engagement that seams together multiple channels. TV is still a real-world experience, and people still get a kick out of being broadcast around the country.”
Guys, you gottaloveit: This is creative technology speak? And this guy gets paid to speak it? There’s a lot to be said for gobbledygook. If you wrap it up in the right words it morphs into music for gullible ears, and sends rhyme and reason to the bottom of the charts.
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Hi Anon#2,
Can you please explain this a little bit more for me. When I have read the guidelines I understood it to not be allowed based on this statement ‘3.You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.’
I’d really like to know the answer, as I have been wanting to run a similar campaign but was under the impression that this was a breach of the guidelines.
Thanks!
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Hi Anon,
Sure. So the act of using FB features of functionality cannot be used as the ‘registration’ or ‘entry’ mechanism, but…you can make access to the competition conditional on being a fan of the page. This simply means that as a user you are unable to enter the competition (through means other than using FB functionality) unless you have ‘liked’ the page. It’s what’s know as a like-gate or fan-gate and is usually done by creating an overlay requesting a like to view the competition. A good example is the Spring Valley campaign that is currently running https://www.facebook.com/springvalley
Cheers
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Hi Anon#2,
Thanks for taking the time to explain that. It makes much more sense now 🙂
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No probs at all!
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