Creating a category of one.
The insurance industry in Australia had changed forever, as low-cost providers had crowded in. The ability of insurers to deliver at claim time was being ignored in favour of the thrill of finding a cheaper quote. Australia's most iconic insurance brand was in decline on key marketing, business and commercial targets, and in need of immediate re-invigoration. Insurance had become completely commoditised. To turn this around, AAMI had to build some value back into it and a way to remind people that not all insurance was created equal, effectively creating a category of one.