AAMI Backs Small Business When The Going Gets Tough in New Campaign

    By The Staff - Nov 18, 2020
    AAMI Backs Small Business When The Going Gets Tough in New Campaign

    AAMI launched a new initiative to support its Small Business Insurance customers, the first major campaign for AAMI’s Business Insurance product in nearly three years.

    Launched via Ogilvy Melbourne, the campaign not only provides more than $1M of media space to SMEs but also uses creative resources to co-develop ads that showcase twenty different SMEs in their own words. The fully integrated campaign sees Ogilvy Melbourne working in close collaboration with business owners to create 20 bespoke mini-campaigns across TV, OOH, Radio & Social in the VIC, NSW & QLD markets.

    It is an initiative that aims to go an extra step for AAMI’s business insurance customers. It’s also one that humanizes the insurance company and emphasizes the idea that with Covid, we’re all in this together.

    “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,” said Toby Gill, AAMI Marketing Manager.

    “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,” said Mim Haysom, CMO/EGM Brand and Marketing at Suncorp Group.

    “We have enjoyed working collaboratively to deliver tailored media campaigns that showcase each of the featured small businesses,” said Declan O’Dwyer, Head of Suncorp, OMD Sydney. “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.”

    “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,” said Lenna Boland, Creative Director, Ogilvy. “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.”


    Client: AAMI (Suncorp)
    Mim Haysom: CMO/EGM Brand & Marketing
    Toby Gill: AAMI Marketing Manager
    Amy Wagner: AAMI Marketing Specialist
    Heidi Storey: Manager, Content Marketing
    Angie Moore: Content Lead

    Agency: Ogilvy Melbourne
    Executive Creative Director: David Ponce de Leon
    Creative Director: Lenna Boland
    Associate Creative Director: Ryan Clayton
    Art Director: Grga Calic
    Copywriter: Zac Blakemore
    Head of Strategy: Virginia Pracht
    Head of Production: Mel Herbert
    Account Director: Benedict Smith
    Account Director: Alexandra Leahy
    Account Manager: Oliver Corcoran
    Head of Print Production & Studio: Brendan Hanrahan

    Production Company: Ogilvy X
    Director: Josh Dawson
    Producer: Jules Callen
    Colour Grade: Nicholas Hower, Post Lab IO
    Editors: Josh Dawson & Stefan Raabe
    Sound: Tristan Dewey and Sam Hopgood, Bang Bang Studios

    Media Agency: OMD Sydney
    Head of Suncorp: Declan O’Dwyer
    Account Director: Richard Garratt
    Account Executive: Elizabeth Murrell-Marsh
    Senior Trader: Elizabeth Kay

    Ogilvy is part of WPP AUNZ, Australasia’s leading creative tech company.

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