New AAMI campaign from Ogilvy Melbourne focuses on what it does and others don’t

AAMI is posing the question to Australians whether their insurer does what they say they do, with its new ‘AAMI Does’ brand tagline.

The campaign film follows Keith, who considers how his life would be different after a number of misadventures if he was a AAMI customer.

Marketing manager, Toby Gill, said the brand decided to be bold in the new campaign.

“This time around, we’re boldly calling out the things AAMI does, and other insurers don’t, highlighting what claim-time could be like with and without AAMI. The integrated campaign will be brought to life nationally through multiple executions allowing Australians to distinguish for themselves who are the ‘doers’ of insurance,” he said.

Chief marketing officer and EGM of brand and marketing at Suncorp Group, Mim Haysom, added: “AAMI has a long and proud history of doing, from new products and digital innovations to our market-leading claims and customer service. For 50 years we’ve always strived to be a brand that doesn’t just talk, but ‘does’, and this campaign is promoting that.”

The launch film will air nationally and will be followed by further AAMI Does executions later this year. The campaign will also appear across outdoor, online, social, radio and in customer communications.

David Ponce de Leon, executive creative director at Ogilvy, said: “In insurance, as in life, there are those who say they do and those who actually do. Too many talk the talk, but just a few really walk the walk. We are delighted to have the opportunity to show Australians how ‘AAMI Does’ in comparison with other insurers. We believe that’s what makes AAMI different and why it’s ‘Lucky you’re with AAMI’.”



Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Tammy Hall: Head of Group Brands
Mark Behr: Executive Manager, Marketing Insurance Portfolio
Toby Gill: AAMI Marketing Manager
Olivia Rourke: AAMI Marketing Lead
Amy Wagner: AAMI Marketing Specialist
Suzanne Bunn: Content Lead

Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Ryan Clayton
Senior Social Creative, Julia Stretch,
Social Creative Robbie Ten Eyck
Head of Strategy: Virginia Pracht
Head of Production: Susannah George
Group Account Director: Milly Scott
Senior Account Director: Stephanie Nikolovski
Account Director: Benedict Smith
Senior Account Manager: Alexander Leahy
Head of Print Production & Studio, Brendan Hanrahan

Production company: Sweetshop
Director: Nick Kelly
Managing Director: Edward Pontifex
Producer: Allison Lockwood
DOP: Stefan Duscio
Post-Production: Arc Edit
Editor: David Whittaker
Post Producer: Freya Maddock
Colourist: Edel Rafferty
Online Artist: Eugene Richards
Music: Cornel Wilczek (Electric Dreams)
Sound: Sam Hopgood (Bang Bang Studios)

Photographer: Hugh Peachey
Stylist: Sarah Banger
End-frame: The Producers
Photographer: Jessie Smith

Media Agency: OMD


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