AAMI saves AFL grand final from ultimate clanger in game day stunt via OMD
Suncorp Group insurance brand AAMI has saved the 2022 Toyota AFL Grand Final from the ultimate ‘clanger’ over the weekend, launching a game day stunt that saw the match ball safely delivered to the MCG in time.
The latest iteration of the ‘AAMI clangers’ platform, launched in partnership with Ogilvy Australia in 2019, the new work includes a 60-second content-piece and game day stunt created by OMD Create’s sport partnerships team, in collaboration with AAMI and Seven West Media.
By sending “AAMI to the Rescue”, the ultimate clanger is very narrowly missed, as 18 AFL and AFLW personalities, including Heath Shaw, Sabrina Frederick, Trent Cotchin and Simon black, work together with AAMI to deliver the match ball.
The spot takes fans on an adventure across Australia to get the match ball to the MCG in time for the opening bounce, including the Tiwi Islands and Sydney’s beaches, before going under the ocean to Brighton Beach and finally landing at the MCG.
As the content piece drew to a finish and fans were left questioning what they had seen, the AAMI woman from the last frame of the spot appeared live at the MCG to carry out the match ball.
The campaign was amplified across multiple channels by OMD Create’s sport partnerships team, targeting AFL fans with bespoke commentary by TikTok star Shepmates, a curated Twitter thread and collaboration with Triple M and AFL personality Brian Taylor.
Mim Haysom, chief marketing officer of Suncorp Group, said: “AAMI to the Rescue is a ground-breaking integration that has put the brand front and centre of Australia’s biggest sporting event. The AFL Grand Final is truly Australia’s version of the Super Bowl, to have the piece turn from pre-recorded to live with the AAMI girl entering the ground to deliver the match ball and save the day is incredible.”
Head of mass brands & sponsorships at Suncorp Group, Rapthi Thanapalasingam, added: “AAMI has a proud history of helping Australians prevent and recover from accidents, in the AFL’s case ‘Clangers’ and this piece is the perfect contextual demonstration of that, showcasing AAMI coming to the rescue on the biggest stage in Australia and ultimately preventing the biggest Clanger of all. To have so many AFL talent involved will make this a truly memorable activation for years to come.”
Rob Maclean, Seven West Media Network’s national spots sales director, said: “AAMI to the Rescue is a shining example of brand and content integration as a relevant and meaningful part of a broadcast. AAMI, OMD, Seven and the AFL collaborated to plan and execute the idea with precision, and Seven was thrilled to be able to showcase it to millions of Australians in our live and free coverage.”
Nick Hurley, OMD’s Director of Sport Partnerships, said: “We’re extremely proud to see this come to life on one of the biggest sporting stages in Australia. This has been an idea years in the making. Concepted during the Covid lockdown, we wanted to celebrate the return of AFL to the MCG with an idea to capture the attention of all fans, both in stadium and through the huge broadcast audience. OMD Create and our valued partners are proud to have developed a fantastic integrated moment that captures the excitement and spirit of the game, whilst aligning with the creative platform that we’ve helped build with AAMI.”
Credit list
Suncorp Group
Mim Haysom – Chief Marketing Officer, Suncorp Group
Rapthi Thanapalasingam – Head of Mass Brands & Sponsorships, Suncorp Group
Toby Gill – AAMI Marketing Manager
Breanna Webster – Mass Brands Marketing Specialist
Jenny Hutchison – Executive Manager, Group Sponsorships
Simone Taylor – Manager Broadcast Sponsorships & Community Response
Susie Turner – Sponsorship Central Specialist
Gabrielle Emmett – Sponsorship Lead, Group Sponsorships
Suzzanne Bunn – Manager, Content Marketing
Angie Moore – Group Content Lead
OMD
Nick Hurley – Director of Sport Partnerships
Lisa Leach – Head of Strategy, Suncorp
Naej Blanchard-Dunn – Executive, Sport Partnerships
Elizabeth Murrel-Marsh – Account Director
Genevieve Longhi – Account Executive
Alyssa Mounarath – Media Assistant
Seven Network
Nathan Carmody – AAMI Campaign Manager
Casey Stephens – AAMI Campaign Executive
Catherine Dingli – Senior Campaign Manager
Stephen Johnston – AAMI Sport Sales Manager
Yianni Vivliotis – AAMI Sport Sales Executive
Gary O’Keeffe – 7AFL Executive Producer
Whooshka Media – production company
Adrian Brown – Managing Director
Paddy Mithen – Director
Adelle Boglis – Senior Producer
Mel Haase – Producer
Liberty Paschke – Producer
Jodie Fisher – Producer
Jamie Merendino – Editor
Ben Blennerhassett – DOP (Melbourne)
Liam Brennan – DOP (Sydney & Darwin)
Tori Styles & Robert Collins – Art Department
Film Star Lighting – Grip/Gaffer
Aaron D’Arcy – Audio Post
Shara Ferguson & Meg Coleman – Hair & Make Up
Kelly Sheeran – VFX
CJ Dobson – Colourist
Got a tip?
topics
2022 Toyota AFL Grand Final
AAMI
Mim Haysom
Nick Hurley
OMD
Rapthi Thanapalasingam
Rob Maclean
Seven West Media
Suncorp Group
Whooshka Media
Have your say