AAMI: Bargain Regret
AAMI Insurance has a lot of cheap competitors. They are aggressive advertisers and they entice customers with cheap deals. To combat this AAMI introduced the concept of ‘Bargain Regret’. We’ve all gone down the path of thinking we’ve scored an unbelievable deal, only to be left with a dreaded feeling of disappointment when it all goes wrong. The promise of cheap and cheerful, unfortunately, often ends with a painful ‘should have known better’ feeling. By playfully showing how bargain buys could literally blow up in your face, we reminded Australians, that, when it comes to the important stuff, like cover for your home and car, don’t risk going cheap. The message resonated, dramatically lifting AAMI consideration rates, and scoring both Australian and APAC Effies.