AAMI lightens up life insurance

AAMI lightens up life insurance
SHARE
THIS



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.

 

Credits:

AAMI

Kathryn Jennings: Manager, Marketing Direct Life

Amy Champion: Campaign Manager, Direct Life

Richard Riboni: Executive Manager, Marketing

Agency Credits

Ogilvy

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

Production

Director, Finch: Nick Ball

Producer: Camilla Dehnert

Ogilvy Melbourne is part of STW, Australasia’s leading marketing content and communications group.

Please login with linkedin to comment

Latest News

Commercial Radio Australia Develops Amazon Alexa Skill For Listeners
  • Media
  • Technology

Commercial Radio Australia Develops Amazon Alexa Skill For Listeners

The commercial radio industry has announced the launch of the RadioApp skill for Amazon’s voice assistant, Alexa. The new skill is designed to make radio listening simpler and more convenient for Aussies, who can now ask Alexa to play any of the country’s 300 AM, FM and DAB+ digital stations by name or frequency. The […]

Thursday TV Wrap: Gogglebox Gives The Bachelorette A Touch Up
  • Media

Thursday TV Wrap: Gogglebox Gives The Bachelorette A Touch Up

Ten’s Gogglebox continues to be a surprise winner for the network, posting 729,000 viewers and making it the most watched entertainment show for Thursday night. Gogglebox even managed to put almost 150,000 on its more fancied stablemate, The Bachelorette, that could only muster 586,000 viewers last night. Seven won the night – 29.4 per cent of the audience […]

by B&T Magazine

B&T Magazine
Radio Buying Moves To Second Phase As Industry Eyes Programmatic Opportunity
  • Advertising
  • Media
  • Technology

Radio Buying Moves To Second Phase As Industry Eyes Programmatic Opportunity

The commercial radio industry has announced it is moving forward to phase two of an industry-wide project to automate and simplify the buying of radio. Phase one has resulted in the roll out of the AudioNET automated holding software RadioMATRIX. The industry-wide system, live since October 2017 and paperless since July 2018, is now used […]

Radio Industry Announces World-First “Super Pilot” For Audience Measurement
  • Media

Radio Industry Announces World-First “Super Pilot” For Audience Measurement

Commercial Radio Australia (CRA) and global market research firm GfK test the measurement of radio listening using a combination of diary and electronic meters in the first half of 2019. CRA chief executive Joan Warner said the initiative would be the largest-scale radio audience measurement pilot study using diary and electronic monitoring ever undertaken in […]

Radio Networks Unite To Grow Aussie Podcast Industry
  • Media

Radio Networks Unite To Grow Aussie Podcast Industry

Commercial Radio Australia (CRA) has announced it will establish a Podcast Working Group comprised of all major radio players, including the ABC and SBS. Announcing the initiative at the Radio Alive 2018 national conference in Melbourne today, CRA chief executive Joan Warner said the working group would be charged with developing an all-of-industry podcast strategy, […]

Study: Half Of All New Guitar Sales Are To Women
  • Marketing

Study: Half Of All New Guitar Sales Are To Women

The idea that the rock ‘n’ roll business is dominated by sweaty men is set to be turned on its head with new research showing that 50 per cent of all new electric guitar sales are to women. The study, by legendary ‘axe’ maker Fender, shows that the next set of big rock acts are […]

by B&T Magazine

B&T Magazine
Burger King Claims Its Hideous-Looking Halloween Burger Will Give Diners Nightmares
  • Campaigns

Burger King Claims Its Hideous-Looking Halloween Burger Will Give Diners Nightmares

Typically, eating a Whopper burger gives you heightened cholesterol and a bad dose of indigestion, but Burger King’s latest creation is set to give diners nightmares – quite literally. The new Halloween burger to be released in the US is nightmarish enough, with a green bun, bacon and and what appears to be deep-fried chicken […]

by B&T Magazine

B&T Magazine
Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”
  • Advertising
  • Campaigns

Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”

How do you attract tourists when, let’s be honest, your home state’s just a bit boring? That was the dilemma facing US midwestern town Nebraska which, due to a lack of things to do, was facing a visitor shortage on top of being voted the “least likely state” tourists planned on visiting. Hence, its new tourist catchphrase, “Honestly, it’s […]

by B&T Magazine

B&T Magazine
APN Outdoor Boss James Warburton To Exit
  • Media

APN Outdoor Boss James Warburton To Exit

After less than a year in the role, APN Outdoor CEO James Warburton will leave the business following the completion of its acquisition by JCDecaux. The Federal Court of Australia was the latest regulator to give the JCDecaux-APN Outdoor deal the green light, announcing its approval to APN shareholders yesterday. Warburton joined APN Outdoor in […]

by B&T Magazine

B&T Magazine
Six Tips To Getting Your Opinion Heard In Meetings
  • Opinion

Six Tips To Getting Your Opinion Heard In Meetings

Michelle Sales (pictured below) is a leadership speaker, coach and trainer and author of The Power of Real Confidence. In this book extract below, Sales offers her tips to make sure your voice gets heard at any meeting… It was Eleanor Roosevelt who once said, ‘You gain strength, courage and confidence by every experience in which […]

Opinion

by B&T Magazine

B&T Magazine
How To Foster A Culture Of Creativity
  • Opinion

How To Foster A Culture Of Creativity

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister offers her top tips to get the creative juices flowing… Many of us wrongly assume that to be creative, means to […]

by B&T Magazine

B&T Magazine
Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency
  • Advertising
  • Marketing

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency

Melbourne real estate group Buxton has appointed independent agency James Phillip Design (JDP) to handle strategic, creative and digital duties. JDP managing director James Peltekis said the agency was very excited about the appointment. “We’ve been collaborating with Buxton for a while now, working on their overall brand strategy and refreshing their brand. We’re delighted […]