Insurance
Communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services.
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2023 SILVER
AAA Insurance Rickrolls America
Category leaders outspend us 50 to 1. We had to be smarter, and media work harder to break through. We needed a Trojan Horse for trust and values messaging. Something so highly shareable it could cut through competitor clutter. On the 35th anniversary of the internet’s most beloved song and / meme phenomenon, we reinvigorated Rickrolling, to sharing our brand message. We recreated Rick's iconic music video and led with mysterious QR code message to Rickroll America in a campaign that encapsulated AAA's trust positioning: insurance ≠ InsurAAAnce from AAA.
Brand:
AAA Insurance
Client:
California State Automobile Association (CSAA)
Agency:
Deloitte Digital
Language:
English
2023 BRONZE
A Cautionary Tale of Bargain Regret
The AAMI Bargain Regret campaign helped to position AAMI for value in a market pushing people towards cheaper competitors. In the years preceding the campaign, new challenger brands had been closing the consideration gap on AAMI. At the other end of the funnel customer switching was increasing to these brands that deployed sharper pricing and aggressive tactics, challenging consumers to question, “Why am I paying so much?” Bargain Regret was AAMI’s response. A response that saw AAMI slow churn and increase prices, while growing high value customers and profit.
Brand:
AAMI
Client:
Suncorp
Agency:
Ogilvy Sydney
Language:
2022 GOLD
One House To Save Many
Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘One House To Save Many’, the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. Led by a documentary on broadcast TV, the campaign highlighted the problem, the testing process, product features, and showcased resilience experts, as well as real Australians who had lost their homes to extreme weather.
Brand:
Suncorp
Client:
Suncorp Insurance
Agency:
Leo Burnett Sydney
Language:
English
FINALISTS
The General
The General Sound Studio
The General
The General Gives you a Break
AAA (American Automobile Association)/ACG (Auto Club Group)
Expect Something More From AAA, The Auto Club Group
