Ogilvy Melbourne, part of Australasian marketing content and communications group, STW, has launched the first campaign for AAMI’s life insurance
The new product will enter the marketplace with a bang alongside a new campaign for income protection insurance, and aims to set a creative direction in a traditionally conservative sector.
With the key purpose of increasing awareness and market share for AAMI’s competitive life insurance products the brief was to cut through what is a cluttered and overly rational sector and bring to life the products by creating an unusual point of difference.
The key creative challenge for both products, but in particular life insurance, was to work out a way of executing a delicate subject (ie death), in a humorous, light-hearted way that stayed true to the AAMI brand, said Brendon Guthrie, executive creative director of Ogilvy Melbourne.
Slow motion footage allows the audience to focus on “without an income” moments – such as moving back in with mum and all her idiosyncrasies – the key message being you don’t have to make life sacrifices if you have income protection insurance.
The light-hearted TVCs will appear across free to air and paid TV.
Kathryn Jennings: Manager, Marketing Direct Life
Amy Champion: Campaign Manager, Direct Life
Richard Riboni: Executive Manager, Marketing
Chief Creative Officer: Steve Back
Executive Creative Director: Brendon Guthrie
Senior Copywriter: Lenna Boland
Art Director: Jesse McCormack
Agency Producer: Jennie McCartney
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Director, Finch: Nick Ball
Producer: Camilla Dehnert
Ogilvy Melbourne is part of STW, Australasia’s leading marketing content and communications group.