Creative Directors:
Lenna Boland, Ryan Clayton

Art Director:
John Barrett

Bargain Regret

Cautionary tales of choosing cheap insurance

AAMI, Australia’s leading insurer, faced a challenge: its main competitor, Budget Direct, was hot on its heels with cheaper alternatives. By sowing the seeds of doubt in undercutting competitors, we were able to dramatically increase AAMI consideration rate, and score both Australian and APAC Effies. The campaign ran across TVC (including a special cameo from AFL superstar Paddy Dangerfield), OOH (300+ sites nationwide, including special builds), digital, radio, and social.

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 180% 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