AAMI grew from challenger to a leading brand but hadn’t yet cracked ‘iconic’ status.
To be iconic you must be a part of culture. In Australia, sport defines our culture.
Facing stiff insurance competition, we knew trust was essential to driving consideration & AAMI’s point of difference was service. AAMI’s new brand platform ‘AAMI Does’ was designed to show what AAMI Does that other insurers don’t. Hence building greater trust amongst insurers.
Marquee live television events like Australian Rules Football (AFL) had become increasingly culturally significant. General TV audiences were declining, while live sport remains unpredictable and unmissable.
Why not attach AAMI to the biggest sporting moment in the country, the AFL Grand Final to bring our epic service to life, growing association with the game Aussie’s love and building trust amongst consumers.
Our goal:
Embed AAMI in culture, making us (almost) as loved as footy in our own Superbowl moment.
