SYDNEY, AUSTRALIA – AAMI and Leo Australia have unveiled the latest chapter of the national insurer’s “Because Australia” brand platform, this time taking a distinctly Aussie look at luck itself. Because while Australia may be known as the lucky country, there’s only so much luck to go around.
For every win, there’s a wobble. For every fluke, a fail.
The new multichannel campaign brings this idea to life through a hero film, which guides viewers through moments where one person’s good fortune is perfectly balanced by someone else’s not-so-lucky turn. A kind of luck yin and yang.
The film’s narrator muses, “While you’re having a rippa, someone else is having a shocka. Yeah, it’s all connected. And you never know which end of the stick you’re going to get”. As modern life speeds up, the quirks of Australian life mean surprises can pop up at any moment, making unpredictability practically part of the national fabric.
Mim Haysom, EGM Brand and Customer Experience, Suncorp says “AAMI recognises life can be unpredictable – from the lucky everyday moments of quintessential Aussie life to the unlucky times when our customers need us the most; AAMI is there to support and make it easier. There’s no insurance brand in Australia better placed to reflect the unique realities of Australians’ lived experiences. That’s something this campaign does so well, whilst reinforcing our enduring brand line “Lucky you’re with AAMI” and strengthening our position as Australia’s national insurer.”
Tim Woolford, Executive Creative Director, Leo Australia, says, “We love the way this new campaign builds on the idea of the lucky country with a new twist – because who doesn’t love a bit of straight-up Aussie pseudo-science? The idea that there’s only a finite amount of luck to go around is the kind of tall tale you hear around a campfire, so working with Australian actor David Field to be that whimsical narrator was a real highlight. AAMI_Leo Aus_Media release_FINA…
With media led by OMD, the national campaign will run throughout the year across TV, online, OOH, social, cinema, digital, radio, and in stadiums.
