Insurer AAMI Ramps Up The Laughs In New Brand Campaign Via Ogilvy Melbourne

Insurer AAMI Ramps Up The Laughs In New Brand Campaign Via Ogilvy Melbourne

AAMI has launched a new national brand campaign under the banner ‘AAMI DOES’, encouraging Australians to question if their insurer of choice actually ‘does what they need it to do’, via WPP’s Ogilvy Melbourne.

The new launch film follows the story of ‘Keith’, as he ponders his insurance options and realises how challenging life could be with a lesser insurer compared to what ‘AAMI DOES’. The fully integrated campaign extends through outdoor, online, social, radio and customer communications.

Toby Gill, AAMI marketing manager said: “As one of Australia’s leading insurers, AAMI has always been committed to giving our customers all the cover they need without making them pay through the nose for it. This time around, we’re boldly calling out the things AAMI does, and other insurers don’t, highlighting what claim-time could be like with and without AAMI. The integrated campaign will be brought to life nationally through multiple executions allowing Australians to distinguish for themselves who are the ‘DOERS’ of insurance.”

Mim Haysom, CMO/EGM Brand and Marketing at Suncorp Group said: “AAMI has a long and proud history of doing, from new products and digital innovations to our market-leading claims and customer service. For 50 years we’ve always strived to be a brand that doesn’t just talk, but ‘DOES’, and this campaign is promoting that.”

David Ponce de Leon, executive creative director, Ogilvy said: “In insurance, as in life, there are those who say they do and those who actually do. Too many talk the talk, but just a few really walk the walk. We are delighted to have the opportunity to show Australians how ‘AAMI DOES’ in comparison with other insurers. We believe that’s what makes AAMI different and why it’s ‘Lucky you’re with AAMI’.”


Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Tammy Hall: Head of Group Brands
Mark Behr:  Executive Manager, Marketing Insurance Portfolio
Toby Gill: AAMI Marketing Manager
Olivia Rourke: AAMI Marketing Lead
Amy Wagner: AAMI Marketing Specialist

Suzanne Bunn: Content Lead

Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Ryan Clayton

Senior Social Creative, Julia Stretch,

Social Creative Robbie Ten Eyck

Head of Strategy: Virginia Pracht
Head of Production: Susannah George
Group Account Director: Milly Scott
Senior Account Director: Stephanie Nikolovski

Account Director: Benedict Smith

Senior Account Manager: Alexander Leahy

Head of Print Production & Studio, Brendan Hanrahan

Production Company:

Production company: Sweetshop

Director: Nick Kelly

Managing Director: Edward Pontifex

Producer: Allison Lockwood

DOP: Stefan Duscio

Post-Production: Arc Edit

Editor: David Whittaker

Post Producer: Freya Maddock

Colourist: Edel Rafferty

Online Artist: Eugene Richards

Music: Cornel Wilczek (Electric Dreams)

Sound: Sam Hopgood (Bang Bang Studios)

Photographer: Hugh Peachey

Stylist: Sarah Banger

End-frame: The Producers

Photographer: Jessie Smith


Media Agency: OMD

Please login with linkedin to comment

AAMI Ogilvy Melbourne

Latest News

Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

MELBOURNE, AUSTRALIA - APRIL 14: Jack Viney of the Demons and Mitch Wallis of the Bulldogs pose for a photo during the Theragun & AFL Partnership announcement at AFL House on April 14, 2021 in Melbourne, Australia. (Photo by Dylan Burns/AFL Photos)
  • Marketing

AFL Names Therabody As Its Official Recovery Partner

The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]