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AAMI’s Gaz wins safest driver contest as insurer gives out free roadside assistance to safest customers

Insurance provider AAMI is offering people who score 60 points or more on its Safe Driver app free Roadside Assist launching the promotion with a new campaign featuring Gaz and Neil.

Created by Ogilvy, the campaign follows on from last year’s Safe Driver App campaign which saw Gaz take on Neil in a safety themed drag race, with Gaz revealed as the winner in the new ad after accruing 60 points on the app for safe driving. Last year’s was complemented with a social media campaign which asked people to compete over their AAMI Safe Driver App for the chance to win $100,000.

AAMI executive manager of marketing Josh Wittner said: “Roadside Assist is the latest product in our extensive product portfolio and a natural accompaniment to the very popular Safe Driver App launched last year. Drivers who already use the app – and have reached a safe driver score of 60 points or more – can now take full advantage of Roadside Assist, just like the self- congratulating character Gaz.”

The TV ad is complemented with interactive pre-roll, digital, outdoor, online, social and radio. The interactive pre-roll sees Gaz celebrating his victory with a dance, viewers are able to select the ‘join in’ button to encourage Neil to dance.

Ogilvy Melbourne ECD Brendon Guthrie said: “The brief was two-fold; to communicate a great new product, Roadside Assist, and also continue to highlight and encourage people to use AAMI’s highly successful Safe Driver App.

“We have continued the shenanigans of the quirky characters, Neil and Gaz where a self-congratulating Gaz is determined not to let his mate forget he’s the safer driver and keeps popping up everywhere to annoy Neil and remind him that he is now eligible for Roadside Assist.

“However, Neil gets the last laugh when Gaz gets his come-uppance; runs out of petrol and needs to call on the services of Roadside Assist. No doubt revenge is sweet.”

Credits:

  • ECD: Brendon Guthrie
  • Senior Copywriter: Lenna Boland
  • Art Director: Jesse McCormack
  • Agency Producer: Lauren Free
  • Director: Matt Kamen
  • Production Company: Good Oil
  • Producer: Llew Griffiths
  • Group Account Director: Matt Rose
  • Account Director: Toby Gill
  • Account Manager: Rebecca Lawler
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