AAMI Launches “Bargain Regret” Campaign Via Ogilvy Melbourne

AAMI Launches “Bargain Regret” Campaign Via Ogilvy Melbourne

“Bargain Regret”, aka that sinking feeling you experience you feel when you go for a cheap deal, only to be let down in the long run, is something we can all identify with.

The latest campaign from AAMI via Ogilvy Melbourne continues to tap into this universal insight, with a new series of spots that playfully reinforce the message from last year’s dramatically staged house damage spot. And that message is clear, when it comes to the important stuff, don’t go cheap.

In the first of a series of new spots a blender that juices more than expected is quickly followed by a car repair that dramatically goes awry. However, the pièce de résistance, is not just the moral of the bargain regret tale, but the unforgettable arrival of the AAMI women via a memorable motor convoy that highlights who will really be there when the ‘wheels fall off’.

Lenna Boland, group creative director, Ogilvy Melbourne said, “We had so much fun continuing to tap into this insight, the metaphors are plentiful because they are real. Playful as the spots are, they unmistakably highlight the real cost of going cheap.”

Added Ryan Clayton, creative director, Ogilvy Melbourne, “Collaborating again with Uncle at Airbag and the team at Fin, allowed us to pack in layers of visual punch, culminating in the epic arrival of the AAMI women.”

Mim Haysom CMO/EGM brand and marketing, Suncorp Group, said: “The latest iteration of Bargain Regret continues to build and evolve the AAMI Does brand platform in a way that is relevant and meaningful to all Australians. The campaign has really resonated with our audience, highlighting in typical AAMI humour and tone, the quality of service the brand offers versus other insurers.”

The campaign launches nationally in major broadcast channels with a series of 30 second spots to be released in coming months, as well as special build OOHs and contextual digital and social placements.




Please login with linkedin to comment

AAMI Ogilvy Melbourne

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]