To prevent an epic ‘Clanger’.
Building on the success of the 2022 Toyota AFL Grand Final integrated content and stunt, OMD and AAMI in partnership with the AFL, the Seven Network and Whooshka recruited a host of sporting greats and stars to prevent an epic ‘Clanger’ at the 2023 Toyota AFL Grand Final.
Celebrating some of the biggest moments and sporting news stories of 2023, this year’s content features cameos from ex-Australian cricket captain and famous Tasmanian Ricky Ponting with Trent Cotchin, Damian Hardwick, Warwick Capper, Matt Preston, Darcy Vescio, Peter Daicos, Patrick Dangerfield, Sabrina Frederick, Sam Moorfoot, Gillon McLachlan and Andrew Dillon.
Magda Szubanski reprieves her famous Sharon Strzelecki role, followed by Matildas star Courtnee Vine recreating her famous penalty goal from the FIFA Women’s World Cup Quarter Final against France to keep the ball moving.
AAMI and the list of stars band together to get the ball back to the MCG, after it mysteriously appears in Tasmania, following confusion on the boundary line only 20 minutes out from the opening bounce.
Ending with AAMI again appearing live on the MCG, to prevent the biggest Clanger of all and allowing the match to start on time.
The campaign launched on Saturday, September 23 with a teaser piece running in the pre-match coverage of the Brisbane Lions v Carlton preliminary final, where talent from the 2022 piece including Trent Cotchin, Sabrina Frederick, Heath Shaw and Kevin Bartlett looked back at the journey, with Shaw hinting “surely it can’t happen again”.
The content piece was amplified across social channels, through partnerships with 7AFL, TikTok stars Shepmates and activity across Triple M and SEN to ensure all fans could follow the journey.
While fans were once again left scratching their heads as to how the ball delivery went wrong again, SportBible followed up the piece the next day, explaining to fans how the ball got to Tasmania.
Mim Haysom, executive general manager brand & customer experience at Suncorp Group, said AAMI to the Rescue is going from strength to strength every year.
"Featuring a nod to the new Tasmanian football team, and Courtnee Vine’s famous penalty goal in the FIFA Women’s World Cup, the 2023 integration allowed us the opportunity to shine a light on pivotal events that occurred throughout the 2023 sporting calendar," said Haysom.
"The Toyota AFL Grand Final is a day to celebrate sporting achievements and having the opportunity to do so via both a pre-recorded and live piece is incredible”.
Seven Network’s national sport sales director, Rob Maclean, said the Toyota AFL Grand Final is a mass culture experience, attracting massive audiences across Seven and 7plus.
"Befitting the enormity of the occasion, the AAMI content celebrates a series of culturally significant moments that we shared together," he said.
"This is creative in context at its best. Content deployed in a relevant way that our producers love, and which adds value for fans.”
100,024 fans attended the AFL Grand Final and more than 3.75 million tuned into the broadcast, making it one the highest rating broadcasts of 2023.
Nick Hurley, OMD’s director of sport partnerships, said last year the company delivered an Australia media first, with a content piece that blurred the lines between a pre-recorded and live activation.
"We wanted to go bigger this year whilst ensuring we made the piece enjoyable for all sporting fans with the inclusion of the likes of Ricky Ponting, Courtnee Vine and, of course, Magda Szubanski," he said.
Credits:
Suncorp Group
Mim Haysom – Executive General Manager Brand & Customer Experience, Suncorp Group
Rapthi Thanapalasingam - Head of Mass Brands & Sponsorships, Suncorp Group
Toby Gill – AAMI Brand & Marketing Manager
Lisa Marshall - AAMI Marketing Specialist
Jenny Hutchison – Executive Manager, Group Sponsorships
Gabrielle Emmett – Sponsorship Lead, Group Sponsorships
Susie Turner – Sponsorship Specialist
OMD
Nick Hurley – Director of Sport Partnerships OMD Create
Lisa Leach – Head of Strategy, Suncorp
Rachael Lee –Sport Partnerships Manager OMD Create
Cameron Meisels – Sport Partnership Assistant OMD Create
Elizabeth Murrel-Marsh – Account Director
Sophie Cole – Senior Account Manager
Alyssa Mounarath – Account Executive
Amanda Vandarakis - Media Assistant
Seven Network
Nathan Carmody – AAMI Campaign Manager
Catherine Dingli – Senior Campaign Manager
Stephen Johnston – AAMI Sport Sales Manager
Yianni Vivliotis – AAMI Sport Sales Executive
Gary O’Keeffe – 7AFL Executive Producer
Whooshka Media
Adrian Brown – Managing Director
Paddy Mithen - Director
Jodie Fisher – Producer
Liberty Paschke – Producer
Jack McCowan – Producer
Farrah Mu – Production Manager
Jamie Merendino – Editor
Ben Blennerhassett – DOP
Wild Rose Pictures – Art Department
Film Star Lighting – Grip/Gaffer
Aaron D’Arcy – Audio Post
The Beurea – VFX
CJ Dobson @ Moodlab – Colourist
