Content agency Edge has created a second Snapchat campaign for its client AAMI insurance. The superhero-themed animations will be aired during Snapchat’s coverage of the San Diego Comic-Con as 3V Live Story Ad units.
The three AAMI Roadside Assist Superheroes executions highlight the beneﬁts of AAMI’s roadside assist in a tongue-in-cheek way that ties in to the event itself and appeals to the Millennial audience who will be following the 24-hour Live Story.
The animations have been produced in an 8-bit style which Edge ﬁrst successfully trialled for AAMI in a Facebook video. The storylines feature one of the much-loved AAMI girls as featured in AAMI’s ‘Not Very Insurancey’ TVCs but now transformed into a superhero helping stranded motorists ﬂee from Science Fiction & Fantasy’s most popular tropes – zombies, aliens and dragons.
While Snapchat doesn’t have oﬃcial benchmarks, Edge’s previous creative campaign for AAMI, aired during the NBA Draft Live Story scored highly for ad view completion rates, unique users and total views. For both campaigns Edge was responsible for the creative ideation, execution, production and media buy.
Edge Head of Strategy Richard Parker said: “Comic-Con San Diego is a US event, but it’s got an iconic global reach, which is why we decided to leverage Snapchat’s live coverage to engage with that elusive millennial audience. It’s still an emerging channel in Australia so we can play with diﬀerent executions to see what works. This time around we’re testing animation – we ﬁgured the best way to appeal to the diverse Comic-Con audience was a bit of overt pop-culture reference, turning the AAMI girl into an 8-bit superhero to do battle with zombies, aliens and monsters. We deﬁnitely had a lot of fun creating and executing this campaign.”
AAMI Personal Insurance Brand Manager Anthony Russell said: “We had a great response to our ﬁrst Snapchat campaign. As a channel it has its unique challenges and opportunities but the results show it is possible to break through using fun, engaging content. We hope to achieve this again, although it will be interesting to see how animation performs in what is typically a live action environment.”