AAMI has unveiled its much anticipated major new brand campaign and position, which sees the leading insurance company move away from its long-running and successful Neil and Gaz executions.
Developed by Ogilvy Melbourne – AAMI’s agency for more than 12 years – the new campaign launches ‘Not Very Insurancey’ across a range of executions.
And for the first time in the company’s history, the recognisable ‘AAMI girl’ and her colleagues come out from behind the desk to star in the campaign, demonstrating exactly why AAMI is not your average insurance company.
“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 decision to utilise this brand icon in our latest campaign provided another opportunity for AAMI to create a meaningful connection with customers, while still using our trademark humour. We have no doubt this will resonate with our customers and be highly memorable in a marketplace where people may only think about their insurance once a year.”
Ogilvy Melbourne’s ECD David Ponce de Leon said the use of the AAMI girls helped to provide a “humorous and unexpected approach to the creative”.
“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,” he said.
“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.”
Several TVCs have launched, with Cinema, OOH, digital, social and radio rolling out over the coming weeks. The ‘Not Very Insurancey’ platform is expected to be utilised for the next 12-18 months, with a range of executions to launch during this period.
Executive Manager, Marketing Josh Wittner
Brand Manager Claire Whish-Wilson
Customer Loyalty Manager Janet Coningsby
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
Production Company: Finch
Director: Nick Ball
Executive Producer: Corey Esse
Executive Producer: Karen Bryson
DOP: Jeremy Rouse
Production Designer: Neville Stevenson
Editor: Drew Thompson @ Method Studios
VFX Supervisor: Stefan Coory @ Blockhead
Grade: Ben Eagleton @ BE Colour
Audio Post: Sound Lounge
Sound Design: Sam Hopgood
Music: Danke Schoen – Wayne Newton