This is a story about love that spanned the years 2011 to 2013. It's proof that even in an undifferentiated category where consumers see all brands as the same and in a resented category like car insurance; characterised by lethargy and disinterest – it’s possible to create a campaign the entire nation falls in love with and amplifies for us. Better still, it's proof that over time was possible to grow the AAMI brand through brand fame that comes from being part of popular culture, using a story that has well-loved characters, without having to resort to product only, or price driven communications.
It had an immediate return through in the achievement of key business metrics above those that were originally set - calls for insurance quotes increased by 34%, cost per enquiry decreased by 23%. In addition, other key metrics such as brand awareness, brand consideration and advertising awareness also achieved record highs.