The Australian insurance category is hard fought, becoming a race to the bottom.

Price challengers with enormous budgets take cheap shots at AAMI, claiming “award winning” cover for less.

AAMI’s point of difference has always been our service, so as leader we needed to re-claim our status, with trust essential to driving consideration.

We would position AAMI as the brand that comes to your rescue when things go wrong.

Our partnership with the Australian Football League presented an enormous opportunity.

Aussies are obsessed with AFL, but unlike the Superbowl, brands have failed to utilise Australia’s biggest sporting event to connect with fans.

There is no game where the stakes are higher than Grand Final, and a Superbowl-style experience could position AAMI amongst the most iconic and trusted brands in the world, provided we could find a credible, entertaining role in the action.

No mean feat for ‘boring’ insurance.

With Covid interruptions wreaking havoc in the prior two seasons, Aussie’s were eagerly waiting for AFL to return to former glory. Anticipation in the lead up to Grand Final was palpable.

AAMI’s partnership with Australia’s most-loved sport via one of the biggest broadcast events, set the stage for an epic stunt that would capture the nation’s attention in a ‘stop-the-game’ moment just shy of kick-off, that was both relevant and authentic to our long-standing brand positioning.

For a prestigious match it’s near impossible to integrate close to the game. We needed to make AAMI essential to kick-off, and what’s more important than the match ball? Losing the ball could bring the action to a screeching halt.

With AFL and Channel7 we conceptualised an epic stunt that would see AAMI prevent the biggest ‘clanger’ of all after ball delivery goes horrendously wrong.

AAMI would be remembered for saving the Grand Final.

With Covid interruptions wreaking havoc in the prior two seasons, Aussie’s were eagerly waiting for AFL to return to former glory. Anticipation in the lead up to Grand Final was palpable.

AAMI’s partnership with Australia’s most-loved sport via one of the biggest broadcast events, set the stage for an epic stunt that would capture the nation’s attention in a ‘stop-the-game’ moment just shy of kick-off, that was both relevant and authentic to our long-standing brand positioning.

For a prestigious match it’s near impossible to integrate close to the game. We needed to make AAMI essential to kick-off, and what’s more important than the match ball? Losing the ball could bring the action to a screeching halt.

With AFL and Channel7 we conceptualised an epic stunt that would see AAMI prevent the biggest ‘clanger’ of all after ball delivery goes horrendously wrong.

AAMI would be remembered for saving the Grand Final.

Twitter ‘like-to-subscribe’ set the stage, hinting at ball delivery not to be missed.

2.43M fans watched at home/in-stadium. Live broadcast cut to a pre-filmed spot, continuing the façade of the Grand Final and match ball delivery. Audiences were tricked into thinking a ball-wielding skydiver was taken off course, landing in remote Northern Australia.

The Grand Final was in peril! So who comes to the rescue? AAMI Does.

An integration etched in AFL folklore, saw 19 AFL champions deliver the ball to stadium, with help from the iconic AAMI women.

We re-enacted iconic Grand Final moments from the last 20 years, with a legendary AFL commentator enacting a live play-by-play.

Finally, an AAMI woman triumphantly enters the ground to deliver the ball in real time

AFL celebrities and Channel7 posted minutes after kickstarting the conversation.

TikTok commentary influencers put their spin on the content post-match.

AAMI was part of the action!

AAMI became the talk of AFL fans, receiving 64% of sponsor mentions – 121x the year prior. 7x the naming rights sponsor

Fans connected with the AAMI brand -“Best footy ad I’ve seen”, “absolutely brilliant”, “fantastic tribute”, “AAMI did more in the commercial than the Swans in the GF”, “the best ad I’ve ever seen”, “best footy ad for a while, watch out SuperBowl”.

This single stunt delivered 64% brand recognition equivalent to 12 weeks of TV

- Outperformed all other AFL assets to drive brand closeness

- 2/3 of recall was positive, 29% neutral

- 68% recalled AAMI, +13% norm

- Lifting perceptions of ‘worth paying more’ and ‘customer service’

Media metrics showed

Placement in the highest rating position in-match

TV attribution showed low response rates during the stunt, with fans glued to their screens

TikTok VTRs 1.8x benchmark

Who prevents the biggest clanger of all? AAMI Does.