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
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]