CLIENT
Suncorp
1. Mim Haysom - Executive General Manager, Brand & Marketing
2. Rapthi Thanapalasingam - Head of Mass Brands & Sponsorships
3. Toby Gill - AAMI Marketing Manager
4. Alexandra Davey - AAMI Marketing Lead
AGENCY
1. David Ponce de Leon - Executive Creative Director
2. Lenna Boland - Group Creative Director
3. Ryan Clayton - Creative Director
4. Stephanie Nikolovski - Senior Account Director
5. Angus Pearce - Group Account Director
OMD Melbourne
1. Lisa Leach - Head of Strategy
SUMMARY
The AAMI Bargain Regret campaign helped to position AAMI for value in a market pushing people towards cheaper competitors.
In the years preceding the campaign, new challenger brands had been closing the consideration gap on AAMI.
At the other end of the funnel customer switching was increasing to these brands that deployed sharper pricing and aggressive tactics, challenging consumers to question, “Why am I paying so much?”
Bargain Regret was AAMI’s response.
A response that saw AAMI slow churn and increase prices, while growing high value customers and profit.
