Ogilvy has announced the launch of a new Bargain Regret campaign with insurer AAMI.
The latest campaign taps into the sinking feeling you get when you go for the cheap deal, only to be let down later.
In a series of spots, Bargain Regret playfully reinforces the message that when it comes to the important stuff, avoid going cheap.
Lenna Boland, group creative director, Ogilvy Melbourne, said: “We had so much fun continuing to tap into this insight, the metaphors are plentiful because they are real. Playful as the spots are, they unmistakably highlight the real cost of going cheap."
Ryan Clayton, creative director, Ogilvy Melbourne, said: “Collaborating again with Uncle at Airbag and the team at Fin, allowed us to pack in layers of visual punch, culminating in the epic arrival of the AAMI women.”
Mim Haysom CMO/EGM brand and marketing, Suncorp Group, said: “The latest iteration of Bargain Regret continues to build and evolve the AAMI Does brand platform in a way that is relevant and meaningful to all Australians. The campaign has really resonated with our audience, highlighting in typical AAMI humour and tone, the quality of service the brand offers versus other insurers.”
The campaign launches nationally in major broadcast channels with a series of 30 second spots to be released in coming months, as well as special build OOHs and contextual digital & social placements.
Credits
Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Rapthi Thanapalasingam: Head of Mass Brands & Sponsorships – Brand & Marketing
Toby Gill: AAMI Marketing Manager
Alexandra Davey: AAMI Marketing Lead
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Group Creative Director: Lenna Boland
Creative Director: Ryan Clayton
Senior Producer: Alana Teasdale
Head of Strategy: Paul Arena
Group Account Director: Angus Pearce
Senior Account Director: Stephanie Nikolovski
Senior Account Manager: Cherry Lin Social
Creatives: Julia Stretch & Robbie Ten Eyck
Creatives: John Barrett & Liam Ratliff
Head of Print Production & Studio: Brendan Hanrahan
Senior Image Retoucher: Lok Leung
Senior Content Artist: Gabbie Joy Ocello & Kat Barlow
Production Company: AIRBAG
Director: Uncle Friendly
Executive Producer: Martin Box
Producer: Karen Sproul DOP: Danny Ruhlmann
Stills Photographer: Hugh Peachey
Editor: Graeme Pereira, Arc Edit
Post-production: Fin Design & Effects (VFX & Flame)
VFX Supervisor: Mikey Brown
Colourist: Edel Rafferty
Music: Otis Studios
Sound Engineer: Joe Mount @ Electric Sheep
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