Ogilvy Melbourne Proves Life Insurance Ads Don't Have To Be Sombre
Ogilvy Melbourne, part of STW, has launched the first campaign for AAMI’s life insurance product alongside an exciting new campaign for income protection insurance, setting a new creative direction in a traditionally conservative sector.
With the key purpose of increasing awareness and market share for AAMI’s competitive life insurance products the brief was to cut through what is a cluttered and overly rational sector and bring to life the products by creating an unusual point of difference.
The light-hearted and humorous 30sec TVCs will appear from May 5th across free to air and paid TV and are supported by Video Content (YouTube & Pre-rolls) and Digital Display. Brendon Guthrie, Executive Creative Director, Ogilvy Melbourne said 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.
“Designed to grab attention and successfully showcase the offering we took a more lateral approach with this
campaign,” said Brendon Guthrie, Executive Creative Director, Ogilvy Melbourne. “We are extremely fortunate to be working with a client that was prepared to really push the boundaries in the sector.”
The income protection spots highlight the consequences of living without an income in a funny, memorable way. Finch Director, Nick Ball made use of slow motion footage allowing the audience to focus on “without an income” moments – such as moving back in with mum and all her idiosyncrasies – the key message being you don’t have to make life sacrifices if you have income protection insurance.
The dramatic but entertaining life insurance spot also uses slow motion footage to highlight that there’s nothing parents wouldn’t do for their family, but there’s something they should do; take out life insurance.
“The Life Insurance campaign is particularly ground breaking,” said Guthrie. “It’ll tip the category on its head by talking about a traditionally taboo topic in such an emotive and entertaining way.”
Richard Riboni Marketing Manager, AAMI, said: “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
