AAMI Pushes Roadside Assist App in Quirky New Campaign by Ogilvy Melbourne

Gaz has won the safest driver contest and in a series of self-congratulatory moves, is not letting his mate Neil forget he’s the safest driver in the latest campaign showcasing AAMI’s new Roadside Assist product.

Developed by Ogilvy Melbourne and launched this week, the campaign aims to encourage people to continue using and downloading AAMI’s Safe Driver App™ - launched late last year - by offering free Roadside Assist to customers who’ve scored 60 points or more on the app.

The TVC and interactive pre-roll is supported by digital, outdoor, online, social and radio.

AAMI’s executive manager marketing Josh Wittner said: “Roadside Assist is the latest product in our extensive product portfolio and a natural accompaniment to the very popular Safe Driver App launched last year. Drivers who already use the app – and have reached a safe driver score of 60 points or more – can now take full advantage of Roadside Assist, just like the self- congratulating character Gaz.”

Brendon Guthrie, ECD, Ogilvy Melbourne said perennial characters like Neil and Gaz present a wealth of creative opportunities to showcase AAMI’s innovative product range. “The brief was two-fold; to communicate a great new product, Roadside Assist, and also continue to highlight and encourage people to use AAMI’s highly successful Safe Driver App,” he explained.

“We have continued the shenanigans of the quirky characters, Neil and Gaz where a self-congratulating Gaz is determined not to let his mate forget he’s the safer driver and keeps popping up everywhere to annoy Neil and remind him that he is now eligible for Roadside Assist.

“However, Neil gets the last laugh when Gaz gets his comeuppance; when he runs out of petrol and needs to call on the services of Roadside Assist.  No doubt revenge is sweet.”

The AAMI Safe Driver App can be downloaded here