AAMI has delivered the AFL grand final match day ball for the fifth consecutive year in a row. It’s iconic ‘AAMI To the Rescue’ platform featured Kylie Minogue picking up the pigskin Sherrin before the first bounce at the MCG on Saturday.
The activation, developed in collaboration with WPP Media OpenEra, brings together AAMI’s AFL partnership, the Seven Network broadcast and the in-stadium environment to create a shared entertainment moment for supporters inside the MCG and viewers watching across Australia.
The spot all begins when the wrong button is accidentally pressed in the stadium’s scoreboard control room, launching the match ball “supernova” inside the MCG. What follows is a fast-paced rescue mission through the stadium to deliver the ball back to centre stage ready for the first bounce of the game.
After a series of high-profile cameos, footy references and near misses, the ball is finally stopped by Kylie Minogue in a red heel. It’s a fittingly lucky ending as Kylie hands the ball to the AAMI Woman before delivering the line, “I should be so lucky”, bringing the rescue to a close and allowing the Grand Final to begin.
“What started as a simple rescue mission for the AFL ball five years ago has become a much-loved part of Grand Final day, with fans now looking forward to seeing how AAMI will surprise them each year,” said Mim Haysom, executive general manager brand and customer experience, Suncorp.
“This year’s rescue is our biggest and boldest yet. Bringing together footy, humour, spectacular storytelling and Australian icon Kylie Minogue has allowed us to create a truly memorable moment that celebrates the excitement of the AFL Grand Final while remaining unmistakably AAMI.”
The integrated execution has been developed to blur the traditional boundaries between marketing, entertainment and sport while reinforcing the brand’s long-standing “Lucky you’re with AAMI” proposition.
Kylie Minogue is joined in the content by Australian NBA basketball player Dyson Daniels, comedian Broden Kelly, AFL CEO Andrew Dillon and a raft of current and past AFL and AFLW players including, Gary Ablett Jr, Sam Docherty, Kane Corne, Darcy Moore, Darcy Vescio and Mon Conti.
A teaser campaign ran throughout the week leading into the Grand Final to build suspense, with clips and promotional content running across Uber, Vinyl Media, broadcast TV and social during Grand Final week ahead of the hero integration which aired just before 2.30pm on Saturday, 26 September.
“The AFL Grand Final is one of the few moments that truly captures the attention of the nation, and our role was to help AAMI turn that attention into something people would actively want to watch, share and talk about,” said Celia Blackwood, client managing director at WPP Media OpenEra.
“By bringing together partnership rights, broadcast integration, talent, content and the live stadium environment, we were able to create a connected brand experience that feels less like advertising and more like a genuine part of the Grand Final spectacle. It’s a great example of how we help clients create culturally relevant moments that build fame, drive engagement and deliver impact at scale.”
“The moments immediately before the first bounce carry enormous excitement and anticipation. This integration has been designed specifically for that environment, bringing the broadcast and the stadium experience together to give fans an entertaining final moment before the game begins,” said Katie Finney, Seven Network director of sales, television and streaming.
WPP Media OpenEra, alongside WPP Media Sport & Entertainment, supported the strategy, planning and delivery of the activation, helping translate AAMI’s partnership rights and available broadcast and in-stadium opportunities into one integrated campaign moment.
The hero content was produced by Whooshka Media, with the broader activation involving teams from AAMI, WPP Media Sport & Entertainment, the Seven Network and the AFL.
Credits:
Suncorp:
Mim Haysom -– Executive General Manager
Rapthi Thanapalasingam – Head of Brand and Content
Jenny Hutchison – Executive Manager, Sponsorships and Community
Julia Reimnitz -– Marketing Manager
Angie Moore – Content Lead
Gabrielle Emmett -– Sponsorship Manager
Breanna Webster -– Marketing Specialist
Susie Turner – Sponsorship Specialist
Open Era with WPP Sport & Entertainment:
Jayden Harris – Partnerships Group Director
Nick Garrick – Partnerships Manager
Celia Blackwood – Managing Director
Nandini C Saigal – Investment & Activation Director
Michaella Williams – Connections Planning Group Director
Seven Network:
Isabelle Davies –Brand Content & Integration Manager – AAMI Lead
Peta McMurray – Sydney Head of Sport Sales
Catherine Dingli – Brand Content & Integration Senior Manager – AFL Lead
Gary O’Keeffe – Head of AFL and Sport Innovation
Whooshka Media:
Adrian Brown – Managing Director
Paddy Mithen – Director
Jodie Fisher – Producer
Liberty Paschke – Production Manager
Sarah Cameron – Production Manager
Eddie Thorn – 1st AD
Jamie Merendino – Editor
Ben Blennerhassett – DOP
Francesca Carey – Production Design
Film Star Lighting – Lighting
Ripon Productions – Sound Design
ISDK Films & The Bureau – VFX
Daniel Witt, Moodlab – Colourist
AFL:
Rachelle Cain – Senior Partnerships Account Manager, AFL
