A Cautionary Tale Of “Bargain Regret” In AAMI’s New Campaign Via Ogilvy Melbourne

A Cautionary Tale Of “Bargain Regret” In AAMI’s New Campaign Via Ogilvy Melbourne
Andrew McKean
By Andrew McKean



The latest AAMI campaign via Ogilvy Australia, Melbourne, taps into the universal insight of the tantalising lure of a bargain, only to reveal that going too cheap may end up costing you more in the long run.

From popcorn exploding vacuums to rogue smoking Stairmasters, the 60-second launch film comically showcases the repercussions of going for the cheapest option.

Each scene builds the momentum and heightened sense of calamity to finally land the message that when it comes to insurance, cheap deals unfortunately may have much bigger consequences.

Lenna Boland, group creative director, Ogilvy Australia, Melbourne, said, “We’ve all gone down the path of thinking we’ve scored an unbelievable deal, only to be left with a dreaded feeling of disappointment when it all goes wrong.”

“The promise of cheap and cheerful, unfortunately, often ends with a painful ‘should have known better’ feeling.”

“That feeling is Bargain Regret and this is the basis of AAMI’s cautionary insurance tale.”

Rapthi Thanapalasingam, head of mass brands and sponsorships, Suncorp Group, added, “we wanted to remind people that it pays to have a closer look.”

“To think twice about the real value your insurer offers.”

Ryan Clayton, creative director, Ogilvy Australia, Melbourne, continued stating, “The moral of AAMI’s Bargain Regret story is simple: don’t go cheap on the important stuff.”

On this latest campaign, Mim Haysom, CMO/EGM, brand and marketing, Suncorp Group, said, “We’re excited with this next evolution of our brand platform and to continue the great momentum we’ve built to date.”

The campaign launches nationally in major broadcast channels, in conjunction with special build OOH and contextual digital & social placements, and comes as AAMI continues to lead the Australian Insurance sector as the most considered brand nationally, now 12 percentage points higher than any other insurer.




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