AAMI nails the Aussie Christmas experience in first festive campaign via Ogilvy
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
AAMI has unveiled its 2024 Christmas campaign, perfectly capturing the uniquely Australian day-after-Christmas chaos, via Ogilvy.
‘When the festivities are over’ marks AAMI’s first-ever festive campaign, and leans into its humorous, storytelling style it is so well known for. It portrays the unexpectedness nature of Boxing Day, and captures the quirks of an Aussie Christmas.
“The exact time when, if something should go wrong, you’d just want your insurance company to sort it out,” said Ogilvy Melbourne ECD. Hilary Badger.
“It’s of course important for Australia’s leading national insurer to be present at Christmas, which is such a big time of year for our country’s leading brands. But being AAMI, we need a unique point of view during what can be a very crowded season for brands,” she continued.
“So, we’ve opted to stand out with a much less saccharine spin on Christmas. It’s an unexpected time to think about insurance, which makes it disruptive.”
Mim Haysom, Suncorp’s EGM of brand & customer experience, added: “We can all relate to the action unfolding in ‘When the festivities are over’, it’s a fitting finish to the year and a timely reminder that no matter the situation, it’s lucky you’re with AAMI.”
Building on AAMI’s relaunched brand platform, ‘Lucky You’re With AAMI’, the campaign continues taking a true-blue Aussie approach to advertising, embracing the quirks of our culture.
The brand platform launched in March, starting with a cinematic TVC set to Dorothea Mackellar’s iconic poem, ‘My Country’. In July, the platform was extended in the lead up to the Olympics, with the ‘Athletes in the Making’ execution, followed by the ‘When our game has its moments’ campaign in August.
The campaign is live nationally across TV, BVOD, SVOD, cinema, OOH, social and audio platforms, until January 20.
Credits:
Client: Suncorp
Creative: Ogilvy
Production: Hogarth
Director: Tim Bullock
Production Company: Scoundrel
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