AAMI Explores The Lucky Country With New Brand Platform & Campaign Via Ogilvy

AAMI Explores The Lucky Country With New Brand Platform & Campaign Via Ogilvy
B&T Magazine
Edited by B&T Magazine



Leading Australian insurance provider AAMI has unveiled a new, far-reaching and long-term brand platform via Ogilvy, reinforcing why it’s Lucky you’re with AAMI.

Marking a shift from its previous ‘AAMI Does’ platform, which has been in the market since 2020, the new platform embraces Australia’s quirks and challenges, reinvigorating AAMI’s long-standing tagline, ‘ Lucky you’re with AAMI. ‘

It launches with a humorous milestone execution this week. The platform will then extend across TV, cinema, BVOD, and online, plus OOH, audio, and digital display. It uses Dorothea Mackellar’s iconic poem ‘My Country’ juxtaposed with the very unlucky—and very Australian—scenarios that our lucky country sometimes faces.

“The AAMI brand promise has always been positivity in the face of life’s big and little inconveniences, which is the essence of Lucky You’re with AAMI,” said Ogilvy Melbourne ECD Hilary Badger.

“Given that Australia is a big place with its quirks and challenges, Australians need easy insurance. That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections, and some visual humour to reinforce what makes the AAMI brand so special and its effortless insurance unique.”

“AAMI supports customers far and wide across all of Australia, so we know first-hand some of the challenges our customers face in their everyday lives and how unique some of those challenges are to Australia. Our new campaign reflects the diversity of the Australian experience and reinforces that when our customers are unlucky, we’re there to support them. We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our beloved Australian brand,” said Suncorp’s EGM brand & customer experience Mim Haysom.




Please login with linkedin to comment

AAMI Ogilvy

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]