AAMI is targeting its small businesses customers with its first business insurance campaign in nearly three years.
The new campaign, created by Ogilvy Melbourne, provides more than A$1 million of media space to small and medium-sized enterprises (SMEs) around Australia.
The campaign also uses creative resources to co-develop ads that showcase 20 different SMEs in their own words, to showcase AAMI going the extra step for its customers.
Ogilvy Melbourne worked with business owners to create 20 bespoke mini-campaigns across TV, OOH, radio and social, with the branding centred around the new ‘AAMI Does’ positioning.
AAMI marketing manager, Toby Gill, said the campaign is a way of backing small businesses beyond just insurance.
“It’s been a tough year for many, and this is our way of showing small business that we’re behind them, not just when it comes to insurance, but also by putting our resources, creativity, and OMD media team’s expertise behind them as well,” he said.
CMO/EGM brand and marketing at Suncorp Group, Mim Haysom, said: “We’re thrilled to do what we can for our customers and build on the financial support that was offered to them during the pandemic with a campaign that helps them reconnect with and grow their customer base.”
OMD Sydney account lead for Suncorp, Declan O’Dwyer, said he’s excited to see the campaign go live during a difficult time for many SMEs.
“We have enjoyed working collaboratively to deliver tailored media campaigns that showcase each of the featured small businesses,” he said.
“We are excited to see this campaign go live during a time that has been difficult for many SMEs and are glad we were able to do our bit to support them.”
Ogilvy creative director Lenna Boland said the new campaign is a great example of ‘AAMI Does’ in action.
“I love that this campaign goes beyond pure marketing objectives, to one that impacts and helps grow the actual marketing of the everyday small businesses that AAMI insure.
“This is a great example of ‘AAMI Does’ in action. A great collaborative effort by the entire team, working hand in hand with the individual businesses, to make it happen.”
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