AMI launches new AMI Roadside Rescue to all of New Zealand in new campaign via Chemistry

AMI has been protecting and restoring what’s important to New Zealanders for almost 100 years – and now that includes offering AMI Roadside Rescue to all New Zealanders, regardless of whether you have insurance with AMI or not, which is the focus of a new campaign via integrated indie agency Chemistry.

Says Melanie O’Leary, marketing manager, AMI: “Most of us have experienced moments when we’re stuck – whether that’s due to a flat battery, a puncture, or our keys being locked inside the car. Now that AMI Roadside Rescue is available to all New Zealanders, we wanted to celebrate how we are on your side, here to help you get unstuck.”

Says Steven Jordan, marketing specialist, AMI: “We believe our service is second to none, with some great benefits like the reassurance that comes from knowing anyone that drives your car is covered. We’re also proudly showcasing our amazing technicians, who really do have your back in every corner of New Zealand.”

The integrated campaign features a TVC showing the point of view of the AMI Roadside Rescue driver, who never knows what they might see when they turn up to rescue people in their moment of need. Launched 14 July 2024, the campaign also features OOH placements, digital, social and radio.

Says Haylee Killip, business partner at Chemistry: “We’ve worked with the team at AMI for over twelve years, and they’ve demonstrated time and time again that ‘on your side’ is more than just a tagline – it’s a commitment to looking after New Zealanders, which makes them a joy to work with. Making AMI Roadside Rescue available to everyone, regardless of whether you are insured with AMI is a signature moment, and we’ve been delighted to help them share the news with New Zealand.”

Client: AMI
Marketing Manager: Melanie O’Leary
Marketing Specialist: Steven Jordan
Agency: Chemistry
Production Company: Eyes and Ears
Director: James Anderson
Producer: Bridget Bolton-Riley
DOP: Will Prosor