When the lucky country isn’t so lucky…
IT’S LUCKY YOU’RE WITH AAMI
Australia is a beautiful, majestic place.
But this wide brown land, with its ragged mountain ranges and sweeping desert plains also has its fair share of challenges - and things that want to kill you.
As the national insurer, AAMI understood this. That’s why we set about to reassure Aussies when the lucky country isn’t so lucky, it’s lucky you’re with AAMI.
Lucky _____ with AAMI
To bring this strategy to life, we brought our most distinctive asset - Lucky you’re with AAMI - back to the front and centre.
In OOH we developed a suite of moments where something has gone wrong in a way that’s intrinsic to life as an Aussie. We did this by leaving the ‘you’re’ blank and allowing the lucky (or not so lucky) person to become part of the headline.
Radio - AAMI’s Only In Australia Files
We also created a national radio campaign, dubbed “AAMI’s only In Australia files”.
Voiced by the iconic Angus Sampson, these snapshots of challenges Aussies face appeared on the airwaves contextually on Spotify, triggered by hot weather, time of day and geo-location.
