Life insurance. Death, taxes, responsibility etc. It's all a bit heavy and rational. But not any more. AAMI Life Insurance has a new creative, fun-led approach to nudging people into buying income protection without laying on the guilt.
The campaign, from Ogilvy Melbourne, uses slow motion footage to focus on those "without an income" moments that might crop up for those without income insurance in a bid to show that life insurance doesn't mean massive personal sacrifice, such as moving back in with mum. No, there's no need for that.
"It's a bold new direction", said Brendon Guthrie, executive creative director, Ogilvy Melbourne. "The key creative challenge for both products, but in particular life insurance, was to work out a way of executing a delicate subject (ie death), in a humorous, light hearted way that stayed true to the AAMI brand."
He thinks the more lateral approach works, "will tip the category on its head" and is grateful for the client's bravery. "We are extremely fortunate to be working with a client that was prepared to really push the boundaries in the sector,” he said.
Marketing manager Richard Riboni is happy with the result.
“The campaign deliberately sets a new course for AAMI’s life insurance products; one that is bold and confident and will go a long way to achieving our objective of creating impact and cut through in a category that’s typically staid and predictable.”
“This campaign provides an opportunity to evolve the AAMI brand beyond just being considered as a car, business or home insurer,” said Riboni. “Creatively it leads the brand into slightly new territory, further distinguishing ourselves from our competitors and will clearly resonate with our target audiences.”
Credits:
AAMI
Kathryn Jennings: Manager, Marketing Direct Life
Amy Champion: Campaign Manager, Direct Life
Richard Riboni: Executive Manager, Marketing
Agency Credits:
Ogilvy
Chief Creative Officer: Steve Back
Executive Creative Director: Brendon Guthrie
Senior Copywriter: Lenna Boland
Art Director: Jesse McCormack
Agency Producer: Jennie McCartney
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Production
Director, Finch: Nick Ball
Producer: Camilla Dehnert
