‘It reflects the diversity of the Australian experience’: AAMI refreshes brand platform via Ogilvy
Insurance provider AAMI has launched a new brand platform, via Ogilvy, in an effort to embrace the “challenges” of Australia and refresh its long-standing ‘Lucky You’re With AAMI’ tagline.
Marking a major shift from its ‘AAMI Does’ platform, which has been in market since 2020, the new platform aims to embrace Australia’s quirks and reinforce the brand’s position in market.
“The AAMI brand promise has always been that of positivity in the face of life’s big and little inconveniences, which is the essence of ‘Lucky You’re With AAMI’,” said Hilary Badger, Ogilvy Melbourne ECD.
“And given that Australia is a big place with its quirks and challenges, Australians need easy insurance.”
The platform uses iconic Australian poem, ‘My Country’ by Dorothea Mackellar, in juxtaposition with very unlucky, uniquely-Aussie situations.
“That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections mixed with some visual humour to reinforce what makes the AAMI brand so special, and its effortless insurance unique,” Badger added.
Mim Hayson, CMO of Suncorp Group, which AAMI is part of, said: “AAMI supports customers far and wide across all of Australia, so we know first-hand some of the challenges our customers face in their everyday lives, and how unique some of those challenges are to Australia.
“Our new campaign reflects the diversity of the Australian experience, and reinforces that when our customers are unlucky, we’re there to support them.
“We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our loved Australian brand.”
The platform will be extended across TV, cinema, BVOD, online, OOH, audio and digital display.
Credits:
Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM brand & customer experience
Rapthi Thanapalasingam: Head of brand & content
Toby Gill: AAMI brand & marketing manager
Liza Friedman: AAMI marketing lead
Lisa Marshall: AAMI marketing specialist
Sally Frank: AAMI marketing specialist
Amy Wagner: AAMI marketing specialist
Strategy & creative agency: Ogilvy Australia
Production: Hogarth
Media: OMD
Production company: Revolver
Director: The Glue Society
Post production: BlockheadVFX
Sound & music: Otis
OOH location shoot: Hart & Co
AAMI women studio shoot: Stefan Wellsmore
End frame/motion shoot: O’rourke & Gates
Retouching: Studio ADFX
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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