Kiwi garages are more than just a parking space in AA Insurance’s new campaign via DDB


AA Insurance recognises the significance of the garage to Kiwis in its latest campaign via DDB Group Aotearoa, that highlights why it’s important to take extra care of the space.


AA Insurance’s recent Kiwi Garage survey uncovered that the garage is used for a lot more than parking cars – reflecting the different life stages, uniqueness and passions of the people and families living in the home.

Garages can be a home gym, rumpus room, laundry, art studio, a place for LEGO, a repository of memories or a mix of all of the above. As a result, the garage is often a valuable, and vulnerable, space in the home.

Says Ben Pegler, creative director at DDB Aotearoa: “Garages are more than a garage for many Kiwi home dwellers, they’re a happy place. Turns out they are as unique as each of us and sometimes the most interesting space within our homes – this individuality we wanted to celebrate with this campaign.”

Melodie Vickars, head of brand, marketing and communications at AA Insurance, says the report showed that a lot of living is done in Kiwi garages and, therefore needs to be protected: “AA Insurance is shining a light on the myriad of ways garages are used, reminding people to think about what’s in their own garage and ensuring it’s covered with home and contents insurance – so they can keep living a little freer in their garage.”

The ‘AAI Garage’ campaign is in market now, across TV, outdoor, digital, web, radio and social media.

Client: AA Insurance
Melodie Vickars, Head of Brand & Marketing
Amanda Hogg, Marketing Team Leader
Maria Bailey, Senior Brand Advisor
Agency: DDB Group Aotearoa
Production Company: Sweetshop
Director: Max Barden