So the three insurance amigos are competing on TV. AAMI’s third in the Neil and Gaz series is weaving and ducking between Allianz’ emotive newie by MercerBell and Captain Risky (aka, Budget Direct) by 303Lowe. NRMade Better by M&C Saatchi would make it a quartet, but it’s stuck on the back of a bus or two.
Yes, Progressive is on air too, but its ads have been re-used so many times, they’ve faded. And Little Red Quote isn’t worth considering.
Neil (a sexy fireman who got stuck in a tree before Christmas) and Gaz (now minus the sexy nurse costume) have returned to amuse in a new AAMI campaign, Who’s the Better Driver (aka, #DriverDuels) by Ogilvy Melbourne.
They compete with each other in a drag race at 40kmph. The aim is to see who is the safest driver (enter Loretta Jones on a scooter who achieves revenge for losing her lunches in Easier Ways to Save), to promote AAMI’s Safe Driver App.
The advantages to AAMI of its customers aspiring to be safe drivers is obvious. AAMI also wants to be the face of safe driving, which is a smart positioning for the insurer.
So Neil and Gaz introduce AAMI’s national promotion, which encourages drivers to download the Safe Driver App and test their driving skills. The winner will be crowned Australia’s Best Driver and has the chance to also take home $100,000.
“People are naturally competitive and there’s an inherent self-satisfaction in beating others and earning bragging rights. Driving is no exception, but we needed to ensure it was demonstrated within the limits of safe driving. Enter Neil and Gaz, who tap into this competitive insight in a humorous way that still reinforces the values of driver safety that AAMI have become so famous for,” Ogilvy Melbourne executive creative director, Brendon Guthrie, noted.
AAMI’s executive manager marketing, Josh Wittner added, “This new App is an incredible new initiative that allows drivers to track their driving skills, receive a score on their driving ability, and compare who’s a better driver out of their friends and family.
“The creative cleverly introduces the concept of competition in a safe driving format; continued use of Neil and Gaz was a natural choice given how popular they have proven in previous campaigns.”
The new campaign is supported by digital, outdoor, online, social media, and radio. It runs until March, when a second phase of activity will be launched.
Check out the AAMI Safe Driver App for yourself, here.
Creative credits:
Agency: Ogilvy Melbourne
Executive creative director: Brendon Guthrie
Senior copywriter: Lenna Boland
Art director: Jesse McCormack
Agency producer: Lauren Free
Production company: Goodoil
Director: Matt Kamen
Producer: Llew Griffiths
Neil and Gaz sell AAMI Claim Assist app, November 2014.
Neil and Gaz sell AAMI Flexi-Premiums, September 2014.
