Australian insurance provider AAMI has launched an innovative brand platform in collaboration with Ogilvy, signalling a departure from its previous “AAMI Does” campaign.
The new platform celebrates the essence of Australian life, embodying the sentiment of “Lucky you’re with AAMI.”
Departing from traditional insurance marketing, AAMI’s campaign aims to infuse humour and authenticity, spotlighting the highs and lows of everyday Australian life.
The campaign’s centerpiece, set to debut this week, draws inspiration from Dorothea Mackellar’s iconic poem, “My Country.” The campaign juxtaposes the beauty of the Australian landscape with the unfortunate – yet relatable – mishaps that Australians encounter.
Hilary Badger, Ogilvy Melbourne’s executive creative director, explained the rationale behind the campaign’s approach: “The AAMI brand promise has always been about embracing life’s ups and downs with a positive attitude.
“Given Australia’s vastness and idiosyncrasies, Australians need insurance that reflects their unique experiences. This campaign captures the essence of the AAMI brand by infusing it with a distinctly Australian tone and humour.”
Mim Haysom, Suncorp’s executive general manager of brand & customer experience, emphasized the campaign’s alignment with AAMI’s commitment to supporting its customers nationwide.
“AAMI understands the diverse challenges faced by Australians, and our new campaign celebrates the resilience and spirit of our customers,” Haysom said.
“By leveraging a beloved Australian poem, we aim to underscore the authenticity and relatability of our brand, reaffirming our commitment to being there for our customers when they need us most.”
The campaign marks a strategic shift for AAMI, as it seeks to deepen its connection with Australian consumers by celebrating the unique aspects of Australian life.
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