AFL insurance partner AAMI is supporting Australian footy fans through its latest ‘Fansurance’ activation: a competition campaign which helps supporters who experience clangers that damaged their pride.
Developed with agency Ogilvy Australia, Fansurance is a contest to help fans recover from footy related mishaps – like dropping a pie in the stands, shrinking their Guernsey in the wash or turning up at the wrong stadium on matchday.
Fans who enter are in with a chance of scooping 2022 Toyota AFL Grand Final tickets and ‘Clanger Credit Prepaid Gift Cards’ to help them recover their injured pride.
The campaign launched nationally in the first week of July and spanned TV, OOH, print, radio and social platforms. It was spearheaded by a launch film featuring comic examples of footy fan clangers and encouraging viewers to go online and enter the contest by sharing their own personal embarrassing footy moments at a microsite (https://insurancepromotions.com.au/aami/fansurance).
The hero film, titled ‘AAMI Does Fansurance’, dropped on 5 July 2022 with the copy line “Who supports the supporters? AAMI Does.”
The core spot was supported by a pair of 30-second Fansurance cut-downs from 8 July.
“We all know how integral footy fans are to the AFL, and as a major partner, we wanted to create a campaign that lets them know AAMI’s there to support them too, even if it’s only their pride that’s been damaged,” explained parent company Suncorp’s CMO Mim Haysom.
AAMI Brand and Marketing Manager Toby Gill added: “For a number of years now our ‘Clangers’ platform has allowed us to leverage AAMI’s AFL partnership in such a fun and contextual way, and Fansurance is another great extension of this.”
Ogilvy Australia ECD David Ponce de Leon commented: “You can’t call yourself a footy fan if you haven’t copped a footy to the face, or spilled sauce on your favourite guernsey. We all remember it happening to us and the embarrassment it caused. Thankfully now fans can recover with AAMI’s Fansurance.”
The campaigned was briefed in by and created for Suncorp’s Mim Haysom (CMO/EGM Brand & Marketing), Rapthi Thanapalasingam (Head of Mass Brands & Sponsorships), Toby Gill (AAMI Brand & Marketing Manager), Bree Webster (AAMI Mass Brands Marketing Specialist), Lara Hayek (AAMI Customer 1:1 Marketing Lead), Lisa Marshall (AAMI Customer 1:1 Marketing Specialist), Suzanne Bunn (AAMI Content Marketing Manager), Angie Moore (AAMI Group Content Lead) and Susie Turner (AAMI Sponsorship Specialist).
The team at agency Ogilvy Australia included Executive Creative Director David Ponce de Leon, Group Creative Director Lenna Boland, Creative Director Ryan Clayton, Senior Copywriter Patrick Trethowan, Senior Art Director Lee Phillips, Senior Social Creative Julia Stretch, Social Creative Robbie Ten Eyck, Senior Producer Maria Borowski, Group Account Director Angus Pearce, Account Directors Abbey Lauersen and Raj Thind, Account Executive Sofie Schmid, Head of Print Production & Studio Brendan Hanrahan and Retoucher Lok Leung.
Production was handled by Guilty with Director Tony Rogers, DOP Aaron Farrugia, Executive Producer Jason Byrne, Producer Victoria Schaw, Editor Tim Parrington, Colourist Martin Greer and Photographer Chris Hillary.
Comment
AAMI also, of course, supports fan and viewer car and home insurance needs.
This initiative follows on from 2021’s AAMI AFL ‘Could Have Been A Clanger‘ activation featuring the league’s skippers.
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