AA Insurance

Melodie Vickars - Brand and Marketing Manager

DDB Group New Zealand *Lead Agency

Justin Mowday - Chief Executive Officer Damon Stapleton - Chief Creative Officer Shane Bradnick - Executive Creative Director Rupert Price - Chief Strategy Officer Kate Lines - Lead Business Partner Thinza Mon - Senior Planner Lucy Paykel - Senior Business Director Ben Pegler - Creative Director Gary Steele - Executive Creative Director

Big usually wins. But AA Insurance (AAI) outgrew the titans of the category by going BIG on the only thing they could. Emotion. Rather than playing to the fear-mongering of the category, AAI promised to set people free from the insurance fear. The ‘Live a little freer’ platform reframed the role of insurance, the products and even the promotions. The more freedom they tasted, the more they came; leading to AAI becoming a stronger brand, a bigger business and breaking all sales records since its launch.