AAMI takes shot at NRMA in outdoor ads
AAMI is taking direct aim at rival NRMA with a tactical outdoor campaign telling consumers “It’s unlucky if you’re with NRMA”.
The ads, which have been adapted to different Sydney suburbs carries copy such as: “AAMI just lowered car insurance prices in the Eastern Suburbs. Switch now and you could save.”
An AAMI spokeman confirmed that it has also rolled out the ads in other suburbs including North Sydney, but declined to go into detail about its latest marketing tactic.
In response, an NRMA spokesman said it was aware of its competitor’s latest ads but remained confident of its products and services.
So obviously AAMI is lowering prices in certain postcodes and compensating with increases in others. When purchasing a greenslip yesterday AAMI was $168 more expansive then NRMA….
Look at how TERRIBLE that ad looks on that outdoor site pictured. I’ve seen flyposters with less creases in than that. Some of the outdoor itinerary in Sydney is so below par it’s embarrassing.
I find it really annoying when brands resort to putting down their competitors. It’s just bad sportsmanship. Why don’t they stay focused on marketing the benefits to the consumer for their product instead? I’d think twice about moving to AAMI after seeing that ad.
When you take a competitor on head-on you limit the result to winner or loser, not 1st or 2nd in a larger market where both can prosper. I’m not sure the situation both brands are in is dire enough to resort to 1 to 1 price comparisons. I was pretty surprised to see this…
I never warm to a brand that uses another brand in it’s advertising
I find it demeaning – if you truly are the best brand then there is no need for comparison
Not only do I disagree with demeaning your competition, it will only add NRMA to the potential shopping list.
This lack of strategy, was delivered using OOH – the 3 second medium.
An extremely low interest product, with more of NRMA featured than AAMI, results in a poor execution
Maybe the idea is to send customers NRMA’s way
In terms of execution its right up there with their bid shit TVC series
Putting some ‘Un’ in Lucky. I like it!!!
Has anyone seen the recent Amber Tiles ad? The one where the woman is in the doctor’s surgery and coughs something up. It cuts to a picture of wheat (being yellow) and then cuts to the tiles on her lounge room floor of the same shade. The mind boggles.
Lisa,
I think you’ll find that the woman is coughing loudly to cover up the sound of her ripping out a picture of wheatfields from a magazine at the doctor’s office. The colour of that wheat is her ‘inspiration’ for her floor tiles & she wants a sample of it.