…Ogilvy Melbourne wisely chose a tween story to advertise AAMI’s life insurance.
And because injuries are not funny either, it told a story about the boarder from hell to advertise AAMI’s income protection.
Ogilvy Melbourne has another success story in its hands. The AAMI campaign that launched in May has been given extra oomph this week with two new TVCs and some very clever manipulation of the online skip button.
“As with our previous campaigns, the key creative challenge for both of these TVCs, was to work out a way of continuing to talk about such delicate subjects as death or serious injury, in a humorous, light hearted way that stayed true to the AAMI brand,” explained Suncorp Direct Life marketing manager, Kate Jennings.
“However the success of the first stage of our campaign which launched back in May, showed that we were on the right track, by developing a campaign that was quite ground breaking for a segment known for dry, factual direct-response infomercials. We’ve really tipped the category on its head by talking about what can be taboo topics, and the next phase of work builds on what has been a very successful creative platform to date.”
The first TVC, promoting AAMI’s Life Insurance products, continues the idea that, ‘There’s nothing you wouldn’t do for your family. But there’s something you should do’.
“Our campaign highlights one of the greatest sacrifices a parent can make to put a smile on their child’s face; chaperoning them to see their favourite boy band in concert, alongside hundreds of screaming tweens. Building on the same creative treatment as our campaign earlier in the year, we used slow motion footage to focus in on the pure elation and joy of every screaming tween girl in the crowd and then highlight our heroic father, who in stark contrast to the girls, with earplugs in use, is in sheer excruciating pain, but of course putting up with things to make his daughter and her friends happy. The dramatic but entertaining spot sends a powerful message to parents to protect their families’ future by taking out AAMI Life Insurance,” explained O&M Melbourne’s executive creative director, Brendon Guthrie.
Actually Guthrie, it does even more than that. In the TVC, Dad attends a tween concert.
Online, the skip button is replaced by a one that makes Dad dance at a tween concert.
In the second, an injured woman has had to take in a boarder to pay the bills.
In the online, version she begs you to get rid of him. Press the Help out (ex-skip) button, and he vaporises. Of course, then you’re invited to get a quote. You’ve had so much fun, you just might.
Creative credits:
Creative agency: Ogilvy Melbourne
Executive creative director: Brendon Guthrie
Senior copywriter: Lenna Boland
Art director: Jesse McCormack
Agencyp roducer: Lauren Free
Production Company: Finch
Director: Nick Ball
Producer: Louise Smith
