AAMI has a lot of cheap competitors. They are aggressive advertisers and they entice with promises of bargains. Ogilvy Melbourne’s new campaign for AAMI is a sharp tactical weapon. It introduces Bargain Regret in its cautionary tale about budget buying. The relatable montage reminds Australians that too cheap may end costing them more in the long run and it does so with AAMI’s signature humour – cheap pants that split, a budget Stairmaster that becomes a smokemaster…

Lenna Boland, group creative director, Ogilvy Australia, Melbourne, stated, “We’ve all gone down the path of thinking we’ve scored an unbelievable deal, only to be left with a dreaded feeling of disappointment when it all goes wrong. The promise of cheap and cheerful, unfortunately, often ends with a painful ‘should have known better’ feeling. That feeling is Bargain Regret. And this is the basis of AAMI’s cautionary insurance tale.”

Rapthi Thanapalasingam, head of mass brands & sponsorships, Suncorp Group, added, “Bargain Regret is such rich territory and something we can all identify with. Vacuum cleaners are one thing, but when it comes to the important things, like insurance, we wanted to remind people that it pays to have a closer look. To think twice about the real value your insurer offers. But, to do so in a typically entertaining, playful and engaging AAMI way.”

Ryan Clayton, creative director, Ogilvy Australia, Melbourne, added, “The moral of AAMI’s Bargain Regret story is simple: don’t go cheap on the important stuff.”

Mim Haysom chief marketing officer and executive general manager brand & marketing, Suncorp Group, noted, “Since launching our AAMI Does platform, we’ve reasserted AAMI as Australia’s leading national insurer by showing Aussies we do things other insurers don’t, and we deliver when it counts. We’re excited with this next evolution of our brand platform and to continue the great momentum we’ve built to date.”

The campaign is running nationally in major broadcast channels, supported by special build OOH, as well ad digital and social executions.

Credits:

Client: AAMI (Suncorp)
CMO & EGM Brand & Marketing: Mim Haysom
Head of Mass Brands & Sponsorships – Brand & Marketing: Rapthi Thanapalasingam 
AAMI Marketing Manager: Toby Gill
AAMI Marketing Lead: Alexandra Davey

Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon 
Group Creative Director: Lenna Boland
Creative Director: Ryan Clayton
Head of Production: Susannah George
Head of Strategy: Virginia Pracht
Group Account Director: Angus Pearce
Senior Account Director: Benedict Smith
Account Director: Kirstie Ly
Senior Account Manager: Cherry Lin
Social Creatives: Julia Stretch & Robbie Ten Eyck 
Creatives: John Barrett & Liam Ratliff
Head of Print Production & Studio: Brendan Hanrahan 
Studio: Lok Leung, Gabbie-Joy Ocello & Kat Barlow

Production Company: AIRBAG Productions 
Director: Uncle
Executive Producer: Martin Box
DOP: Aaron McLisky
Production Designer: Steven Jones Evans

Stills Photographer: Hugh Peachey

Offline Edit: ARC Edit
Offline Producer: Freya
Editor: Graeme Pereira
Post-production: Fin Design & Effects (VFX & Flame) 
Colour: Edel Rafferty

Music: Otis Studios
Sound: Joe Mount @ Electric Sheep