AAMI saves the AFL Grand Final in latest campaign
To coincide with this past weekend’s AFL Grand Final, AAMI launched a campaign that saw it become the game’s saviour after its ball went missing.
The campaign used an activation that blended humour and drama, and broadcast it to more than 2 million fans nationwide. The offering consisted of several well-known talents – Ryan ‘Fitzy’ Fitzgerald, The Inspired Unemployed, Paralympian Alexa Leary and Lee Lin Chin – coming together to tell the story of the AFL’s ball found missing, and the country-wide search to find it.
Trent Cotchin and Mon Conti – AAMI ambassadors – led “the live-action sequence”.
“As Australia’s leading insurer, AAMI has a long history of helping Aussies get back on track when things don’t quite go to plan. Our AAMI to the Rescue campaign is an iconic demonstration of that on Australia’s biggest stage,” said AAMI’s executive general manager for brand customer experience, Mim Haysom.
The platform leveraged a teaser at launch that saw AFL greats Robert ‘Dipper’ DiPierdomenico and Kevin Bartlett act as part of a task force working to keep the ball’s delivery safe, “as AAMI Women and ambassadors looked on with worried faces.” At the same time, the campaign made full use of a media-first strategy from OMD, crafted to combine pre-recorded and live content, all the while connecting and engaging with fans on relevant digital platforms, such as SportBible.
“Three years in and we’ve turned what began as a spectacle into a cultural tradition,” said OMD’s director of sports partnerships, Nick Hurley.
“Our media-first approach to the AFL Grand Final ensures that AAMI’s campaign isn’t just seen, but truly experienced by fans across platforms. With each year, we’ve pushed the boundaries of live and prerecorded content, and the 2024 campaign is the perfect example of how powerful integration can be.”
Additionally, on game day, the campaign’s “90-second in-broadcast integration ran alongside an extensive cross-platform amplification plan”, inclusive of an Uber Eats partnership. It also took advantage of footy-popular outlets, a partnership with Triple M Footy, and out-of-home channels in Melbourne.
“For the Australian market, the Toyota AFL Grand Final is our very own Super Bowl moment – brands can connect with the largest viewing audience of the year to make an impact and drive fame,” explained national sport sales director at Seven Network, Rob Maclean.
“AAMI has expertly leveraged the power of this mass cultural event in successive years, creating a meaningful and memorable interaction with footy fans via Seven’s live and exclusive broadcast.”
CREDITS:
Suncorp Group
• Mim Haysom – executive general manager brand & customer experience, Suncorp Group
• Rapthi Thanapalasingam – head of brand & content
• Toby Gill – AAMI brand & marketing manager
• Breanna Webster – AAMI marketing specialist
• Jenny Hutchison – executive manager, group sponsorships & community
• Gabrielle Emmett – sponsorship manager
• Susie Turner – sponsorship specialist
OMD
• Nick Hurley – director of sport partnerships, OMD Create
• Lachlann Macrae – sport partnerships manager, OMD Create
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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