To celebrate the 26th year of partnership between AAMI and one the most prestigious days of racing in Australasia, Ogilvy Melbourne partnered with Snapchat to create a suite of playful mobile experiences for the AAMI Victoria Derby Day.
No matter where or how you enjoyed the 2017 AAMI Victoria Derby Day, Angela Grogan, content producer AAMI, said: “We created the Snapchat World Lens to celebrate our 26-year sponsorship and for everyone to enjoy nationally on Derby Day”.
Users nationwide were able to join in the fun and share their race day ready looks through their Snapchat account. There was even the opportunity to win one of ten $250 EFTPOS vouchers. To support the competition there were AAMI Victoria Derby Day themed animated Snap Ads appearing throughout the day.
The interactive Dual Lens allowed users to transform themselves into either a winning jockey or a fabulous spectator. Users also experienced a world lens and an Australian first in the financial services industry, that transformed their surroundings into a spring racing fantasy.
Belinda Danks-Woodley, group account drector at Ogilvy Melbourne, said: “We’re excited to be leading the way with Snapchat’s new ad formats. Staying on the pulse of social innovation is crucial for us to deliver creative concepts that capture the hearts of our audience.”
This was a part of a wider activation in which eligible AAMI customers were able to experience race day trackside, in a prime location with AAMI Lucky Club.