AAMI driving meaningful impact during global pandemic


Suncorp Group’s insurance brand AAMI has been awarded second place by research agency Kantar for producing one of the most effective advertisements of 2020.


AAMI driving meaningful impact during global pandemic

The AAMI ‘Assist for those Assisting’ campaign produced by Ogilvy Australia finished second behind eBay for successfully engaging Australians during the pandemic last year and was chosen from more than 100 Australian ads tested including Coca-Cola, Nescafe and Nivea.

The campaign featured AAMI’s service offering targeting Australian nurses, doctors and emergency services workers free roadside assistance to help with emergencies such as flat tyres and batteries, lost or locked-in keys, towing and 24-hour unlimited roadside callouts.

AAMI Marketing Manager, Toby Gill said AAMI has always been committed to helping Australians get back on the road.

“It’s important that those frontline workers are able to get to where they need to be, which is why we’re offering Free Roadside Assist to the everyday heroes who help one and all in the fight against COVID-19. Whether they’re an AAMI customer or not,” Mr Gill said at the time the campaign was launched.

“It’s been incredibly pleasing to see such a strong uptake of the offer since we launched the campaign, and we’ve already been able to provide roadside assistance to hundreds of critical workers in just the last two weeks.”

Judged by Australians, Creative Director of Kantar Australia Kris Katalbas-Hagamann explains these ads demonstrate the importance of a strong creative and authenticity in generating cut through/impact, during a time of uncertainty.

“Our research shows that Australians and indeed global consumers wanted advertising to continue as COVID hit last year because it showed normality. History has also showed us that advertisers who continue to communicate with consumers during a crisis come out of it stronger and faster”, said Katalbas-Hagamann.

AAMI’s ‘Assist for those Assisting’ campaign ran through May and June of 2020 utilising Out of Home, TV, Radio, Social and Digital. The offer has since concluded. 

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