Personified Insurance Campaign Reminds Kiwis AMI's 'On Your Side'

Televisions that dream of great adventure, bathroom taps that turn into fountains and posts that perform invisibility tricks are part and parcel of AMI’s newly-launched brand platform that celebrates the company’s human approach to insurance for Kiwis.

The campaign is inspired by real experiences of how AMI customers say they feel when something goes wrong in their lives. Shot by Alex Roberts of Finch, the short films use anthropomorphic household items to show that it can indeed feel like posts appear out of nowhere, taps have minds of their own, and that TVs sometimes just disappear out the door.



“Humanness is at the centre of AMI’s values and our team members are committed to being on the side of our customers. This means we know that when something happens and a customer makes a claim, listening to them goes a long way in making them feel that we’re on their side when it might feel to them like the world isn’t.” said AMI marketing manager, Jessica Bunker. “A key part of the creative strategy was to give these everyday inanimate objects quirky personalities and to create a memorable campaign that also resonates with Kiwis’ everyday lives.”

Henry Kozak, strategy director Colenso BBDO, commented: “New Zealanders need to know their insurer is going to be on their side when they call to make a claim. They need to know they have their best interests at heart and that they’ll respond with understanding in those often stressful moments. 'On your side' is AMI reinforcing that promise.”

'On Your Side' launches this week nationwide, across TV, OOH, digital, press and social channels.