CLIENT
Suncorp
1. Mim Haysom - Executive General Manager, Brand & Marketing
2. Rapthi Thanapalasingam - Head of Mass Brands & Sponsorships Brand & Marketing
3. Toby Gill - AAMI Marketing Manager
4. Alex Davey - AAMI Marketing Lead
AGENCY
1. David Ponce de Leon - Executive Creative Director
2. Lenna Boland - Group Creative Director
3. Ryan Clayton - Creative Director
4. Paul Arena - Head of Strategy & Planning
5. Angus Pearce - Group Account Director
6. Stephanie Nikolovski - Senior Account Director
OMD Sydney
SUMMARY
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.