Mardi Gras is the perfect canvas for a not very insurance-y positioning, is it not? Ogilvy Melbourne has seized the opportunity to embrace acceptance and draw attention to its humorous campaign for AAMI roadside assistance with this delight, that also draws on an Aussie classic, Priscilla Queen of the Desert.
Ogilvy Melbourne made AAMI not very insurance-y at the end of 2015…
…and has been extending the idea ever since – most notably for its roadside assistance service, with ads like this:
Sadly, the campaign did hit a snag right at the start.
The brain-piercing sound of the recorder in the first TVC in the series didn’t only annoy the parents in the ad.
Clearly, the sound also got the ad noticed in a (huge) clutter of insurance ads on TV.
AAMI made a very friendly response to its Twitter deluge, with the following Facebook post: “A sincere ‘Thanks’ to everyone who took the time to let us know what you thought about our latest ad (even those Tweets suggesting our ad team be retrenched #Gulp.
“We’ve listened to your feedback, so, rather than insisting you wait for what’s coming up we thought you’d like to know we’re airing this slightly different version from today. Apologies for all the battered eardrums and howling dogs out there!”
Ogilvy altered the ad for TV. The original has had more than 1.5 million views on YouTube nonetheless.
Happy Mardi Gras, Sydney.
