AAMI showcases SMEs in their own words across 20 mini-campaigns

AAMI is targeting its small businesses customers with its first business insurance campaign in nearly three years.

The new campaign, created by Ogilvy Melbourne, provides more than A$1 million of media space to small and medium-sized enterprises (SMEs) around Australia.

AAMI Business Insurance Campaign

The campaign also uses creative resources to co-develop ads that showcase 20 different SMEs in their own words, to showcase AAMI going the extra step for its customers.

Ogilvy Melbourne worked with business owners to create 20 bespoke mini-campaigns across TV, OOH, radio and social, with the branding centred around the new ‘AAMI Does’ positioning.

AAMI marketing manager, Toby Gill, said the campaign is a way of backing small businesses beyond just insurance.

“It’s been a tough year for many, and this is our way of showing small business that we’re behind them, not just when it comes to insurance, but also by putting our resources, creativity, and OMD media team’s expertise behind them as well,” he said.

CMO/EGM brand and marketing at Suncorp Group, Mim Haysom, said: “We’re thrilled to do what we can for our customers and build on the financial support that was offered to them during the pandemic with a campaign that helps them reconnect with and grow their customer base.”

OMD Sydney account lead for Suncorp, Declan O’Dwyer, said he’s excited to see the campaign go live during a difficult time for many SMEs.

“We have enjoyed working collaboratively to deliver tailored media campaigns that showcase each of the featured small businesses,” he said.

“We are excited to see this campaign go live during a time that has been difficult for many SMEs and are glad we were able to do our bit to support them.”

Ogilvy creative director Lenna Boland said the new campaign is a great example of ‘AAMI Does’ in action.

“I love that this campaign goes beyond pure marketing objectives, to one that impacts and helps grow the actual marketing of the everyday small businesses that AAMI insure.

“This is a great example of ‘AAMI Does’ in action. A great collaborative effort by the entire team, working hand in hand with the individual businesses, to make it happen.”


Client: AAMI (Suncorp) 
Mim Haysom: CMO/EGM Brand & Marketing 
Toby Gill: AAMI Marketing Manager
Amy Wagner: AAMI Marketing Specialist
Heidi Storey: Manager, Content Marketing
Angie Moore: Content Lead
Agency: Ogilvy Melbourne 
Executive Creative Director: David Ponce de Leon 
Creative Director: Lenna Boland 
Associate Creative Director: Ryan Clayton 
Art Director: Grga Calic
Copywriter: Zac Blakemore

Head of Strategy: Virginia Pracht 
Head of Production: Mel Herbert 
Account Director: Benedict Smith
Account Director: Alexandra Leahy
Account Manager: Oliver Corcoran
Head of Print Production & Studio: Brendan Hanrahan
Production Company: Ogilvy X
Director: Josh Dawson
Producer: Jules Callen
Colour Grade: Nicholas Hower, Post Lab IO
Editors: Josh Dawson & Stefan Raabe
Sound: Tristan Dewey and Sam Hopgood, Bang Bang Studios
Media Agency: OMD Sydney
Head of Suncorp: Declan O’Dwyer
Account Director: Richard Garratt
Account Executive: Elizabeth Murrell-Marsh
Senior Trader: Elizabeth Kay


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