C. Most effective use of direct marketing

The Shortlist
CAMPAIGN
AAMI What about me?
AGENCY
BADJAR Ogilvy
CLIENT
AAMI, Australia
BRAND
AAMI Motor Insurance
OBJECTIVES

As Australia's leading motor insurer, it is hard for AAMI to grow share. Generating new business involves getting people to obtain quotes. But motor insurers all face an obstacle - people perceive insurers as fundamentally the same and are typically apathetic about moving insurer. The objective was to increase the number of people asking for quotes by 5% on the previous year.

STRATEGY

AAMI conducted research which showed that people who did not tend to claim on their insurance had a grievance - they paid the same premium year after year and were effectively paying for the mistakes of bad drivers. So it highlighted an existing feature of its policies that would form the basis of the campaign - Safe Driver Rewards, which it reinforced with the message 'AAMI rewards safe drivers'. The slogan 'What about me?" was used in a TV campaign that appealed to people's sense of fairness and which used a classic Australian song of the same name. The ads depicted careless drivers involved in car accidents, who remained happy because they were still paying the same for their car insurance. Press and bus-shelter ads supported the TV activity, which included a direct response call-to-action.

RESULT

The campaign resulted in a year-on-year 10.1% rise in quote enquiries. New business grew 13.8% and AAMI calculated that over 27% of people exposed to the advertising made a quote enquiry and of those, nearly 20% purchased a policy.

DETAILS
 
CAMPAIGN
EOS Photo5
AGENCY
Leo Burnett Sydney
CLIENT
Canon
BRAND
EOS
OBJECTIVES

Australia's digital SLR market is dominated by Canon EOS and Nikon (with a combined market share of 90%). In 2008, Nikon became market leader and Canon, which had spent the previous year trading at low prices, was compelled to raise its average selling price by 15%. This left it vulnerable to lower pricing from rivals. Yet its targets were ambitious - to achieve the number one spot by gaining 45% market share, increase its EOS sub-brand awareness by 5%, double visits to its Photo5 competition website and successfully launch the Canon EOS 7D camera.

STRATEGY

At the heart of the campaign was the idea that great photography is about inspiration, not camera technology. Canon therefore decided to put its existing Photo5 competition at the centre of its campaign. The competition website was redesigned and Canon used multimedia advertising to drive camera enthusiasts to the site. Participants who registered with the Photo5 site were sent a DM pack outlining five photographic challenges; while competitors were given a series of tips and tutorial videos created by professional photographers.

RESULT

The Photo5 campaign cost only $284,000 but managed to smash Canon's targets. Market share peaked at 68% (against a 45% target); Canon EOS brand awareness grew 7%; visits to the Photo5 website reached almost 800,000 (against a 130,000 target); and Canon's 7D camera became one of the top ten selling dSLRs.

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