AAMI is done with AAMI Does. It is not, though, done with its engaging sense of humour. AAMI’s new platform by Ogilvy embraces the quirks and challenges of Australia, reinvigorating AAMI’s long-standing tagline Lucky you’re with AAMI. The platform has launched with a humorous milestone execution this week, and will extend across TV, cinema, BVOD and online, plus OOH, audio and digital display. It uses Dorothea Mackellar’s famous poem, My Country, juxtaposed with the very unlucky, and very Australian, scenarios that our lucky country sometimes faces.

“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,” explained Ogilvy Melbourne executive creative director, Hilary Badger.

“And given that Australia is a big place with its quirks and challenges, Australians need easy insurance.  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.”

Suncorp’s executive general manager, brand & customer experience, Mim Haysom, added, “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.”

Credits: 
Client: AAMI (Suncorp)
Mim Haysom: CMO & EGM Brand & Customer Experience
Rapthi Thanapalasingam: Head of Brand & Content 
Toby Gill: Brand & Marketing Manager
Liza Friedman: Marketing Lead
Lisa Marshall, Sally Frank & Amy Wagner: Marketing Specialists

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