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AAMI launches latest installment of ‘Bargain Regret’ platform

AAMI is honing in on the sinking feeling that comes with the inevitable let down of a cheap deal, coined ‘bargain regret’, in its latest integrated campaign from Ogilvy Melbourne.

The new work builds on the ‘bargain regret’ platform introduced in last year’s house damage spot, reinforcing the message that when it comes to the important stuff, don’t go cheap.

 

The new campaign will launch first into out-of-home and contextual digital and social placements, with a series of 30-second spots rolling out nationally on major broadcast channels over the coming months.

In the first of a series of new spots, a blender that juices more than expected is quickly followed by a car repair that dramatically goes awry. At the core of the creative is not just the moral of the bargain regret tale, but the unforgettable arrival of the AAMI women via a memorable motor convoy that highlights who will really be there when the ‘wheels fall off’.

Lenna Boland, group creative director, Ogilvy Melbourne said: “We had so much fun continuing to tap into this insight, the metaphors are plentiful because they are real. Playful as the spots are, they unmistakably highlight the real cost of going cheap.”

An example of the campaign OOH execution

Ryan Clayton, creative director, Ogilvy Melbourne added: “Collaborating again with Uncle at Airbag and the team at Fin, allowed us to pack in layers of visual punch, culminating in the epic arrival of the AAMI women.”

Mim Haysom CMO/EGM brand and marketing, Suncorp Group, said: “The latest iteration of Bargain Regret continues to build and evolve the AAMI Does brand platform in a way that is relevant and meaningful to all Australians. The campaign has really resonated with our audience, highlighting in typical AAMI humour and tone, the quality of service the brand offers versus other insurers.”

The new campaign follows comes in what has been a busy few weeks for the insurance brand, having last month launched the latest installment of its partnership with the AFL in the ‘fansurance’ campaign, and last week extending its partnership with Roundhouse Entertainment for a further two years.

Credits

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
Senior Producer: Alana Teasdale
Head of Strategy: Paul Arena
Group Account Director: Angus Pearce
Senior Account Director: Stephanie Nikolovski
Senior Account Manager: Cherry Lin
Social Creatives: Julia Stretch & Robbie Ten Eyck
Creatives: John Barrett & Liam Ratliff
Head of Print Production & Studio: Brendan Hanrahan
Senior Image Retoucher: Lok Leung
Senior Content Artist: Gabbie Joy Ocello & Kat Barlow

Production Company: AIRBAG
Director: Uncle Friendly
Executive Producer: Martin Box
Producer: Karen Sproul
DOP: Danny Ruhlmann
Stills Photographer: Hugh Peachey
Editor: Graeme Pereira, Arc Edit

Post-production: Fin Design & Effects (VFX & Flame)
VFX Supervisor: Mikey Brown
Colourist: Edel Rafferty
Music: Otis Studios
Sound Engineer: Joe Mount @ Electric Sheep

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