AAMI insurance had strong salience but didn’t convert consideration as strongly as budget brands claiming ‘award winning’ cover for less.
Cheaper brands were disrupting the category with larger marketing budgets.
To respond to these brands, we recognised that ‘trust’ was an underlying driver of consideration and wanted to exploit this against them, launching a new creative platform AAMI Does, to demonstrate what others don’t do that AAMI Does.
Not being cheapest nor the most expensive, we would dramatise our worth, beyond price alone, using brand actions, rather than brand ‘rhetoric’.
With Aussies working from home more, drivers were out of practice, leading to increased accident severity and larger motor insurance claims.
With AAMI’s long history keeping Aussies safe on our roads and brand leadership slipping, getting Aussies back on the road safely became the mission.
The campaign was designed to :
• Grow trust scores
• Improve road safety by reducing claims
