AAMI saves AFL grand final from ultimate clanger
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1
InspiRED
AAMI’s point of difference in a hard-fought, price driven insurance category has always been service, but with new competitors entering the market we needed to do even more to elevate this positioning.
2
DeliveRED
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Execution
In a ‘stop-the-game’ moment just shy of the opening bounce we created an epic adventure that was both relevant and authentic to our long-standing ‘clangers’ platform and kickstarted a conversation that made AAMI central to the Grand Final.
That’s
massive.
3
MeasuRED
The 90 second content integration captured the imagination of fans. AAMI achieved its goal of embracing the AFL Grand Final as Australia’s Superbowl.
AAMI became
the talk of AFL fans
64%
sponsor mentions which was 121x the year prior.
Who prevents the biggest clangers of all?
Seven and AAMI Does.
64%
brand recognition equivalent to 12 weeks of TV
65%
recalled AAMI, +13% above the benchmark
53%
positive recall, the remaining 29% neutral
57%
recalled AAMI, +13% above the benchmark
We now have the potential to reach more than 91% of Australia’s population each month as one integrated company and to give advertisers and agencies easy and seamless access to metro and regional markets.
Prime is a great business and is the #1 TV network in regional Australia by a big margin. In the metro markets, Seven has been #1 for 13 of the past 15 years, including this year, while 7plus is the #1 commercial BVOD service nationally.
