AAMI shows ‘easier ways to save’ in unusual campaign

Insurance company AAMI has embarked on a new campaign to show there are easier ways to save. Ogilvy Melbourne, part of STW Group, is the agency on the account. Developed to showcase the cost effectiveness of AAMI’s Flexi Premiums, the campaign spans several TVC executions, video content (YouTube and pre-rolls), digital display, outdoor and press, utilising two characters, Neil and Gaz originally cast by Director Tim Bullock.

All executions focus on the ways people try save money, using the tagline ‘There are easier ways to save’.

“The campaign aims to cut through a very cluttered and competitive vehicle insurance market,” said Ogilvy Melbourne’s General Manager, Michael McEwan.

“We know that in this market, price has become one of the motivating factors for consumers when the time comes to choose their insurer. As a result, we have developed a campaign that delivers a strong retail offer with typical AAMI humour grounded in a human truth, to ensure it really resonates with, and appeals to customers,” added Richard Riboni, AAMI’s Executive Manager, Marketing.

Echoing Mr Riboni’s comments, Ogilvy Melbourne’s ECD Brendon Guthrie noted, “AAMI has a long tradition of character driven advertising and the spots that kick off this campaign are no exception. Director Nick Ball has taken the beautifully simple scripts and created quietly funny retail commercials that will deliver AAMI’s message loud and clear.”

Executive Creative Director: Brendon Guthrie
Copywriter: AnnaTara Clark-Sneddon
Art Director: Scott Zuliani
Agency Producer: Lauren Free
Director: Nick Ball
Producer: Karen Bryson
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Media: Starcom Worldwide

Via Digital Market Asia Mobile

Copenhagen INK

Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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