AMI Insurance highlights the real value of things in latest brand campaign via Colenso BBDO
AMI’s latest campaign via Colenso BBDO, has launched with a film that celebrates our things and the life they enable.
AMI has been protecting what’s important to Kiwis for over 90 years. In its most recent brand campaign, AMI highlights the real value of the things that make up people’s lives, and therefore what it, as an insurer, helps protect.
Says Jessica Bunker, marketing manager, AMI: “We know that by protecting people’s possessions we are also protecting so much more. Your things, your car, your house, your boat… they’re what help you pursue a hobby, a passion, spend time with loved ones or connect to a community. So with this campaign, we want to celebrate and protect the things that make up your life. That’s what AMI is in the business of protecting.”
Directed by Joel Kefali, the hero film features talented New Zealand jazz musician, Jean Yern (Ngāti Tamaoho). Viewers see the transformative power a drum kit can have on a life – journeying with her from the moment she first discovers this unexpected new passion, all the way to present day. The drums have not only provided her with a means to escape and express herself, they’ve contributed to a lifetime of musical memories.
Says Melanie O’Leary, brand lead, AMI: “The new campaign perfectly demonstrates AMI’s On Your Side brand positioning. We want people to know that we understand the emotional value of what they are choosing to insure with us.”
Client IAG: AMI Insurance
Client: Jessica Bunker, AMI Marketing Manager
Client Melanie O’Leary, AMI Brand Lead
Agency: Colenso BBDO
Production Company: Good Oil
Media Agency: PHD
21 Comments
What?
I think it means AMI are prepared to insure your drum kit if you would like to do so.
of people after last lot of still life dramas
any other race cause you’re not
can you please elaborate?
I like it. I don’t know what it means, but I like it.
Tautoko, this is beautiful work.
keep up the avg work
@Nice. Totally agree with you, it is beautiful work. What I don’t understand, are the people commenting here who don’t understand it.
Would it be more persuasive if it showed Kiwis what being on their side actually looks like?
It’s pretty clear what the ad is about. It’s not amazing but it has a nice sentiment to it, and it was really well made. People are just so bitter, they love to hate.
With the recent changes in Aussie IAG, I wonder how much longer AMI will be with College Hill?
I still don’t know why I should move to AMI, though.
Isn’t advertising supposed to give me a good reason to part with my money so I can spend it on a particular brand? Can we get back to advertising? It’s almost as if persuasion is a dirty word.
Love it! Quite impactful even though simple story
Poorly made rubbish… Feeling clever and looking stupid.
A good insurance ad in NZ? Whoever does born free is the worst.
Could slap any of the following to the end frame and it would make just as much sense…. Coke, extra, Cadbury, Vodafone…. The list goes on.
Floppy disc to the trash can
Brand -> Product-> Benefit -> Brand + Offer. Mix in any order. Stop making work to change the world. Start making work to sell shit.
Take a look at NZ’s insurance penetration statistics and risk attitudes. That would be fine if we weren’t literally one of the worst countries in the developed world in terms of risk attitudes and financial literacy.
It’s like ya’ll have never heard the concept of brand. I think it’s beautiful, engaging, and simple in its message. Subtle but clear brand cues. Nice one team!
Speaking as an old ex bass player and jazz fan this beautiful young lady is one of the most fluent you will hear anywhere so proud that we have talent like this here in nz. Thanks ami for allowing us to experience this supreme talent. We’ll done 😊