AAMI Explores the Lucky Country with New Brand Platform and Campaign with Ogilvy

Marking a shift from its previous ‘AAMI Does’ platform which has been in market since 2020, the new platform embraces the quirks and challenges of Australia, reinvigorating AAMI's long-standing tagline Lucky you’re with AAMI. It launches with a humorous milestone execution this week, with the platform then extending across TV, cinema, BVOD and online, plus OOH, audio and digital display. It uses Dorothea Mackellar’s iconic poem ‘My Country’, juxtaposed with the very unlucky – and very Australian – scenarios that our lucky country sometimes faces.

“The AAMI brand promise has always been that of positivity in the face of life’s big and little inconveniences, which is the essence of Lucky you’re with AAMI,” explains Ogilvy Melbourne ECD Hilary Badger.

“And given that Australia is a big place with its quirks and challenges, Australians need easy insurance.  That’s why this latest campaign has used a fun and laconic Australian tone, Mackellar’s widely recognised reflections mixed with some visual humour to reinforce what makes the AAMI brand so special, and its effortless insurance unique.”

Suncorp’s EGM brand & customer experience Mim Haysom said, “AAMI supports customers far and wide across all of Australia, so we know first-hand some of the challenges our customers face in their everyday lives, and how unique some of those challenges are to Australia.  Our new campaign reflects the diversity of the Australian experience, and reinforces that when our customers are unlucky, we're there to support them. We’re incredibly excited by this new work, particularly the use of a beloved Australian poem to bring to life the uniqueness of our loved Australian brand.”