AAMI has left the storytelling world where a fantasy becomes true love and boys behave badly. Ogilvy Melbourne has moved AAMI’s heroines, the AAMI girls, from the tailpiece to the plot.
“In a highly competitive category, AAMI has delivered trusted service for more than 40 years. Over the decades the AAMI girl, in various guises, has always been there; her turn, her headset, her smile. In many ways, she’s an AAMI brand icon, instantly familiar to all Australians,” explained AAMI’s executive manager marketing, Josh Wittner.
The campaign launches the new brand platform, Not Very Insurancey, and a new idea. Only AAMI’s penchant for humour has been retained.
Ogilvy Melbourne executive creative director, David Ponce de Leon, explained, “In launching our new brand platform it seemed it was finally time to do something with the power of AAMI’s recognisable brand asset, the AAMI girl. And bring her to life, in an unexpected, bold and fun way. In a ‘not very insurancey’ way. The launch execution using the AAMI girls is the ultimate celebration of the brand and what it offers, its past legacy, and its continued relevance for the future. A brand that takes insurance seriously, but not themselves. It’s very, very, AAMI.”
The new TVCs – compilations of clips showing the lighter side of why you need insurance – are threaded together by a version of Wayne Newton’s 1968 hit song, Danke Schoen.
Cinema, OOH, digital, social and radio will be launched over the coming weeks.
The Not Very Insurancey platform is expected to be used for the next 12-18 months, with a range of executions to launch during this period.
Campaign credits:
Agency: Ogilvy Melbourne
Executive creative director: David Ponce de Leon
Senior copywriter: Lenna Boland
Art director: Karsten Jurkschat
Senior copywriter: Scot van den Driesen
Senior art director: Sally Hastings
Head of strategy: Gavin MacMillan
Group account director: Belinda Danks-Woodley
Account director: Belinda Bassingthwaighte
Account manager: Rebecca Lawler
Agency producer: Jennie McCartney
Media: Starcom
Production Company: Finch
Director: Nick Ball
Executive producers: Corey Esse & Karen Bryson
DoP: Jeremy Rouse
Production designer: Neville Stevenson
Editor: Drew Thompson @ Method Studios
VFX supervisor: Setfan Coory @ Blockhead
Offline: Method
VFX: Blockhead
Grade: Ben Eagleton @ BE Colour
Audio post: Sound Lounge
Sound design: Sam Hopgood
