Insurance
Communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services.
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2022 BRONZE
How AAMI went to No1 from the mucky middle
Australian insurance customers had become conditioned to look for the lowest priced quote and switch until they found it. AAMI was being bypassed by migrating high value customers on their way to cheaper insurance – it was stuck in the mucky middle. The AAMI Does campaign reframed AAMI’s value equation and created an off-ramp for switchers. It reversed five years of market share decline and stole back category leadership from NRMA. It shows us you don’t have to be stuck in the middle; you can win from the middle.
Brand:
AAMI
Client:
Suncorp
Agency:
Ogilvy Sydney
Language:
English
2021 BRONZE
Not A Problem
The $3B home warranty category is highly fragmented and rife with confusion. Most homeowners don’t know what a warranty is, why it matters, or how it’s different from home insurance. And for those that do, fear-driven marketing drove suspicion and distrust rather than interest. To elevate the category in homeowners' minds and win new members, American Home Shield took a completely different approach to advertising in 2020. The 'Not A Problem!' campaign celebrated confident and empowered homeowners and repositioned AHS as an ally to keep their home running smoothly.
Brand:
American Home Shield
Client:
American Home Shield
Agency:
Fallon
Language:
English
2021 BRONZE
Dr. Rick
Our 2018 “Parentamorphosis” campaign targeted a new audience and launched Progressive’s first homeowners insurance product. Goals were successfully met, but the core insight still resonated. While it remains true that Progressive can’t protect you from turning into your parents when you buy your first home – Dr. Rick can. Our Dr. Rick campaign became Progressive’s most-watched content of all time, launched our target audience’s most-loved character, grew policies in force by double digit percentages and gave us the edge we needed to take on the competition.
Brand:
Progressive Insurance
Client:
Progressive Insurance
Agency:
Arnold Worldwide
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
