2
May

AAMI Life Insurance busts some moves with new Television spotNews Page

Melbourne, May 2, 2018: Insurance brand AAMI is launching a new campaign for AAMI Life Insurance.  Created by Ogilvy Melbourne, the new spot’s hero is six-year-old Camilla, a fiercely adorable karate student. Her moves and signature catchphrase become the catalyst for an unexpected series of events. 
 
In typical AAMI style, the brand breaks the usual formula for Life Insurance with engaging and memorable characters, slice of life comedic storytelling, and human insight.
 
David Ponce de Leon, ECD, Ogilvy Melbourne said: “Our brief was to create something different for AAMI Life Insurance, a notoriously touchy subject. Lucky for us, we ended up with so much more; Life Insurance delivered in a very ‘Not Very Insurancey’ way. Yet another demonstration why AAMI is not your average insurance brand.”
 
Michelle Martinis, Executive Manager, AAMI Brand and Marketing said: “Our comedic ‘Karate Camilla’ content is designed to both engage in a way that reflects our brand’s unique personality, and remind parents that as much as they can work to support and protect their kids now, they should never forget to protect their future.”
 
‘Karate Camilla’ is the latest in a series of spots released by AAMI since the start of year, including ‘Shame Lorraine’, a pesky little cat with a penchant for fidget spinners promoting Contents Insurance for renters, ‘Excalibur’, a new take on this legendary fable to promote Business Insurance for tradies, and ‘Like a Leopard’, showing how things can go wrong for soccer mums at a school sports event and the need for private health insurance.
 
See ‘Shame Lorraine’ Contents Insurance here: https://www.youtube.com/watch?v=6XFz-kncUtE
 
See ‘Excalibur’ Business Insurance here: https://www.youtube.com/watch?v=Gv9oN7JDydI
 
See ‘Like a Leopard’ Health Insurance here:
https://www.youtube.com/watch?v=AHKuiycub9c
 
The spot released nationally this week through a variety of channels including TV, YouTube, Facebook and other social channels and customer communications.  It marks the third year of the brand’s ‘Not Very Insurancey’ platform.
 
View the spot here: https://www.youtube.com/watch?v=TTu9vTkZc-4
 
Credits:
 
Client: AAMI
Head of Brand Marketing: Tim Hernadi
Executive Manager, AAMI Brand and Marketing: Michelle Martinis
Manager, Product Marketing (Health & Life): Potta Findikidis
Marketing Manager, AAMI Customer Sales: Anthony Russell
 
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Senior Art Director: Ryan Clayton
Head of Strategy: Gavin MacMillan
Planner: Rebecca Heard
Head of TV & Film: Susannah George
Group Account Director: Milly Scott
Senior Account Director: Belinda Bassingthwaighte
Senior Account Manager: Jessica McColl
Social Media Manager: Julia Stretch
 
Production Company: Goodoil Films
Director: Dave Wood
DOP: Shelley Farthing-Dawe
Executive Producer: Mark Foster
Executive Producer: Simon Thomas
Producer: Lee Thomson
 
Editor: Tim Parrington - The Butchery
Grade: Martin Greer - The Refinery
VFX: Eugene Richards  - The Refinery
 
Audio Post: Bang Bang Studios
Sound Design: Sam Hopgood
 
Media: Starcom
 
Ogilvy Melbourne is part of WPP AUNZ, Australasia’s leading marketing communications group.  For more information visit https://www.ogilvy.com.au/ 
 

Back to news See More

news_AAMI_life_insurance