AAMI targets crazy savers in latest integrated campaign launch via Ogilvy, Melbourne

Screen Shot 2014-08-04 at 8.10.50 am.jpgSharing tepid bath water with your family? AAMI shows there are easier ways to save in the latest campaign launched by Ogilvy Melbourne, part of STW Group.
Developed to showcase the cost effectiveness of AAMI's Flexi Premiums, the campaign spans several TVC executions, Video Content (YouTube & Pre-rolls), Digital Display, Outdoor and Press, utilising two characters, Neil and Gaz*  originally cast by Director Tim Bullock.

All executions focus on the ways people try save money, using the tagline 'There are easier ways to save'.
Says Michael McEwan, Ogilvy Melbourne's general manager: "The campaign aims to cut through a very cluttered and competitive vehicle insurance market."
Says Richard Riboni, AAMI's executive manager, marketing: "We know that in this market, price has become one of the motivating factors for consumers when the time comes to choose their insurer. As a result, we have developed a campaign that delivers a strong retail offer with typical AAMI humour grounded in a human truth, to ensure it really resonates with, and appeals to customers."
Says Brendon Guthrie, Ogilvy Melbourne's ECD: "AAMI has a long tradition of character driven advertising and the spots that kick off this campaign are no exception. Director Nick Ball has taken the beautifully simple scripts and created quietly funny retail commercials that will deliver AAMI's message loud and clear."
Executive Creative Director: Brendon Guthrie
Copywriter: AnnaTara Clark-Sneddon
Art Director: Scott Zuliani
Agency Producer: Lauren Free
Director: Nick Ball
Producer: Karen Bryson
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Media: Starcom


x said:

Nice. AAMI ads have gone up a notch.

Please said:

Can someone please amend the AAMI media plan?

The ads are okay but each one gets hammered into oblivion. No ad stands a chance with the amount of play they get. Please shift some money into producing more spots that don't need a brutal schedule.

I don't watch loads of TV but this one was already worn out for me even before it got PR'd.

Appeals to consumer? said:

Seeing a family share each others disgustingly (over done) dirty bath water is not appealing.
If I was to be logical, they could have all showered with clean water and probably used less, thus saving.

Not appealing, not funny. Different yes.

There's an easier way to rip off ads... said:

There's an easier way to save is an old ANZ line from the 00's. Awarded and in annuals too. And better than these. Fresher. Nicer. Younger. Or is that older, as it's... anyway. Been done more times than Paris Hilton.

NRMA said:

good good good work.

chugga chugga said:

balltrain. toot toooooooot

Jettatsi said:

Can this add of dirty bath water sharing be taken off it's the most discusting add around I always change the channel till add is finish

ange said:

Doesn't even link to the message they trying to get out to the audience!

Rone said:

who is the actor playing Gaz the son?

Kay said:

The latest campaign featuring dirty bath water, stolen lunch from the work fridge and now an ugly view of a bloke's backside. Have to look away.

Nothing clever or enjoyable like so many ads in the past.

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