Finance Marketing Summit: How AAMI became one of Australia’s most iconic brands
Marketing an insurance brand and making it interesting is no easy feat, but with creative storytelling and by building character arcs, AAMI has become one of Australia’s most beloved brands.
Opening the Mumbrella Finance Marketing Summit on Thursday morning, Suncorp Group’s executive general manager of brand and customer experience, Mim Haysom, explored how, through iconic characters like Rhonda and Ketut, AAMI has differentiated itself greatly, driving customer engagement and growth.
“When we look back and reflect on all of [AAMI’s] campaigns, there is one thing they all have in common. And that is that they’re all about great stories,” she told the packed room.
“Storytelling is really core to our creative strategy. We’ve learnt over time that memorable characters, in fun and engaging situations, help us to make insurance stories a little more interesting and builds that emotional connection with our audience.”
Haysom speaking at the conference on Thursday morning
AAMI’s ambition has always been to become an iconic Aussie insurance brand, and Haysom said it is constantly challenging itself to be the best.
“We’re talking to our customers, we’re thinking about the everyday, the unusual, the quirky Australian moments everyone can relate to.
“And we quickly realised that Aussies take absolute pride in the quirkiness of Australian culture… So for us, if we wanted to be an iconic local brand, what better way to celebrate that quirky lifestyle our customers have got?”
The result? A new brand platform and campaign using iconic Aussie poem, ‘My Country’, by Dorothea Mackellar.
Launched earlier this year, the hero TVC reflects the diversity of the Australian experience, playfully embracing the quirks of living in the sunburnt country.
“We expected it to work,” Haysom explained. “We expected it to create that emotional connection – what we did not expect is just how much Aussies would love it.
“There was so much conversation around the words of the poem, and so much debate and discussion was generated. We’re so proud of that piece of work.
“But we’re not stopping there,” Haysom continued.
“There’s a lot more to come. We’re going to continue using this idea of creative storytelling to connect with audiences in a much more meaningful way.”
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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