The Drum Awards for Marketing - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

May 5, 2014 | 2 min read

AAMI has launched a campaign aimed at promoting income protection by warning of the dangers of moving back in with your parents.

The TV ads, created by Ogilvy Melbourne, are aimed at raising awareness for both income protection insurance and life insurance, in a light-hearted way.

“Designed to grab attention and successfully showcase the offering we took a more lateral approach with this campaign,” said Brendon Guthrie, executive creative director, Ogilvy Melbourne. “We are extremely fortunate to be working with a client that was prepared to really push the boundaries in the sector.”

The two 30-second TV creatives will appear from today (5 May) across free-to-air and paid TV and will be supported by video content, such as pre-rolls, and digital display.

Richard Riboni, marketing manager at AAMI, said: “The campaign deliberately sets a new course for AAMI’s life insurance products; one that is bold and confident and will go a long way to achieving our objective of creating impact and cut through in a category that’s typically staid and predictable.

“Creatively it leads the brand into slightly new territory, further distinguishing ourselves from our competitors and will clearly resonate with our target audiences.”

AAMI Insurance

Content created with:

Ogilvy Group

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