Bargain Regret

Cautionary tales of choosing cheap insurance

By sowing the seeds of doubt in undercutting competitors, we were able to dramatically increase AAMI consideration rates, and score both Australian and APAC Effies. The campaign ran across TVC, OOH (300+ sites nationwide including special builds), digital, radio, and social. Led by Lenna Boland and Ryan Clayton, it was a great foray into delivering a fully integrated 360° campaign.

Then, after a year of stealing marketshare, we pulled off an SEO heist…

Targeting anyone searching for our main competitor ‘Budget Direct’ with some cheeky paid search ads that redirected them straight to the AAMI website, leading to a 200% increase in site visits.

And we had some fun in radio too. Didn’t we Bruno?

2022 Australian Effie Awards Bronze (AAMI - A cautionary tale of bargain regret) Financial Services

2022 Mad Stars Finalist (AAMI Does: Bargain Regret) Film: Film Craft, Editing

2022 BestAds outdoor ad of the week

Director
Rhett Wade-Ferrell

DoP
Aaron Mclisky

Production company
AIRBAG

Executive Creative Director
David Ponce de Leon

Creative Directors
Lenna Boland & Ryan Clayton

Creatives
Liam Ratliff & John Barrett