Ogilvy Australia Captures Festive Chaos in AAMI Christmas Campaign

Capturing the quirks of an Australian Christmas and its day-after chaos, AAMI has launched a humorous new campaign tinged with a human truth, via Ogilvy.

Called When the Festivities are over, it is AAMI’s first-ever Christmas campaign and portrays what happens when that Boxing Day food coma feeling clashes with unexpected events. “The exact time when, if something should go wrong, you’d just want your insurance company to sort it out,” explains Ogilvy Melbourne ECD Hilary Badger.

“It’s of course important for Australia’s leading national insurer to be present at Christmas, which is such a big time of year for our country’s leading brands. But being AAMI, we need a unique point of view during what can be a very crowded season for brands.  So, we’ve opted to stand out with a much less saccharine spin on Christmas. It’s an unexpected time to think about insurance, which makes it disruptive,” she said.

When the festivities are over is live now nationally across TV, BVOD, SVOD, cinema, OOH (including large format, small format and special build), social and audio and will run until January 20. It builds on the AAMI brand platform developed by Ogilvy and launched at the start of the year, embracing the quirks and challenges of Australia and reinvigorating AAMI's long-standing tagline ‘Lucky you’re with AAMI’.

Starting with the cinematic My Country execution using Dorothea Mackellar’s iconic poem, the platform continued with the much-celebrated Athletes in the Making launched in the lead up to the Olympics.  In August, When our game has its moments campaign went live celebrating AAMI’s association with Australia’s national sport, AFL, plus a raft of other activity in other channels.

Suncorp EGM brand and customer experience Mim Haysom said, “We can all relate to the action unfolding in When the festivities are over, it’s a fitting finish to the year and a timely reminder that no matter the situation, it’s lucky you’re with AAMI.”