Mid-March saw Australian insurance provider AAMI launch a season-long integrated campaign leveraging its upgraded rights as a major partner of the AFL fronted by a pair of AFL athlete ambassadors Trent Cotchin and Marcus Bontempelli.
The multi-channel campaign, running under the brand’s umbrella ‘AAMI DOES’ marketing platform, spans national television commercials supported by Out Of Home ads, social and digital content, radio executions and through-the-line communications.
The activation, created by agency Ogilvy Melbourne, is spearheaded by a pair of launch spots featuring the players endorsers – Richmond skipper Cotchin and Western Bulldogs captain Bontempelli – in tough situations that ‘could’ve been a clanger’ if it weren’t for AAMI’s assistance.
Launched on 17 and 18 March respectively, the ‘Home Assist’ and ‘Roadside Assist’ spots come in 60- and 30-second versions.
“The AFL plays such an important role in our marketing mix each year, and we’re thrilled to have Trent and Marcus as ambassadors to build on our ‘AAMI DOES’ platform and leverage our ‘Clangers’ AFL campaign for the 2021 season,” commented AAMI Marketing Manager Toby Gill at the campaign launch.
Mim Haysom, CMO/EGM of Brand and Marketing at parent company Suncorp Group added: “AAMI have a wide variety of products, innovations and market-leading services to help Australians recover from all types of clangers. It’s fantastic this year to have such top-tier AFL talent as our ambassadors to help launch our Major Partner sponsorship of the 2021 AFL season.”
While Ogilvy Executive Creative Director David Ponce de Leon said: “In footy, having a top performing talent can be the difference between winning and losing. Much like having the right insurer can make all the difference when it comes to clangers at home or on the road. We were delighted to have the opportunity to work with such amazing AFL talent and show Australians that when it comes to clangers, ‘AAMI DOES’ what other insurers don’t.”
The campaign was briefed by AAMI (Suncorp)’s marketing team led by Mim Haysom (CMO/EGM Brand & Marketing), Rapthi Thanapalasingam (Head of Mass Insurance Brands & Sponsorships), Toby Gill (AAMI Marketing Manager), Simone Taylor (Sponsorship Lead) and Amy Wagner (AAMI Marketing Specialist) and created by Ogilvy Melbourne.
The agency team included Executive Creative Director David Ponce de Leon,Creative Director Lenna Boland, Associate Creative Director Ryan Clayton, Senior Art Director Lee Phillips, Senior Copywriter Patrick Trethowan, Head of Strategy Virginia Pracht, Account Directors Benedict Smith and Account Director Jess McColl, Account Manager Oliver Corcoran, Senior Producer Jules Callen and Head of Print Production & Studio Brendan Hanrahan.
The production company was Good Oil, the post house was The Editors, with sound by Sam Hopgood (Bang Bang Studios) and music by Dmitri Golovko.kjb
Comment:
AAMI, along with some of the other big brand’s in Australia (such as naming rights partner Toyota, Colgate-Palmolive, new partner Pernod-Ricard brand Jameson, Sportsbet, broadcast partner Seven and the league itself) are investing in their activation around the new winter season in March.
Little surprise as last year saw a solid rise in Seven’s AFL audience: led by an 11% audience rise during the Finals Series with the AFL Grand Final being 2020’s most watched TV programme in Australia with 3.86m viewers.
Indeed, Seven West Media Chief Revenue Officer Kurt Burnette has been quoted as saying that this year had seen a record level of interest from companies keen to partner with the AFL and a record number of brands signing with the network.
“The 2021 AFL Premiership Season represents the greatest commitment from brands to be integrated with our live and free broadcast that we have ever experienced,” he said.
“Every single top category is represented across our team of new and returning broadcast and digital partners. Our philosophy of ‘Better Together’ has seen us work closely with each brand and their respective media and creative agencies to create and deliver bespoke solutions that meet the business objectives of each brand. Seven is still the only place where brands can reach AFL audiences during play, with the 30-second solus spot following a goal the most valuable and effective 30 seconds in advertising.”
7REDiQ data shows 42% of fans engaging with Seven’s AFL digital content are female, 51% are in the ‘new family life’ stage and 18% shop online at least once a month.
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