Cautionary tales of choosing cheap insurance

By sowing the seeds of doubt in undercutting competitors, we were able to dramatically increase AAMI consideration rates, and score both Australian and APAC Effies. This integrated 360° campaign was executed across TVC, OOH (over 300 sites nationwide including special builds), digital, radio and social.

We started by coming up with an idea wherein transplant athletes who won medals at the games, had the opportunity to honour the people who made their success possible.

We created the first medal in sporting history that could be split in half and given to living donors or a donor’s families as a gesture of thanks and gratitude.

Then, after a year of stealing marketshare, we pulled off an SEO heist…

Targeting anyone searching for our main competitor ‘Budget Direct’ (that juusstttt so happens to sound like our campaign name!) with some cheeky paid search ads which redirected them straight to the AAMI website, leading to a 200% increase in site visits.