Case History Database

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 for insurance?” Bargain Regret was AAMI’s response. A response that saw AAMI slow churn and increase prices, all while growing high-value customers and profit.

Paul Arena	Author /Head of Strategy
Stephanie Nikolovski	Author / Senior Account Director
David Ponce de Leon	Executive Creative Director
Lenna Boland	Group Creative Director
Ryan Clayton	Creative Director
Angus Pearce	Group Account Director
Kirstie Ly	Account Director
Brendan Hanrahan	Head of Print Production & Studio
Susannah George	Head of Film & Content
Benedict Smith	Senior Account Director
Virginia Pracht	Head of Strategy & Planning
Julia Stretch	Social Creative
Robbie Ten Eyck	Social Creative
Cherry Lin	Senior Account Manager
John Barrett	Art Director
Liam Ratliff	Copywriter
Martin Box, Airbag	Executive Producer	Airbag
Rhett Wade-Ferrell, Uncle Friendly	Director	Uncle Friendly
Hugh Peachy, Hugh Peachey Photography	Photographer	Hugh Peachey Photography
Richard Garratt, OMD	Account Director- AAMI	OMD
Elizabeth Murrel-Marsh, OMD	Senior Account Manager	OMD
Genevieve Longhi, OMD	Account Manager	OMD
Lisa Leach, OMD	Head of Strategy – Suncorp	OMD
Mim Haysom, Suncorp	Executive General Manager, Brand & Marketing	Suncorp
Alexandra Davey, Suncorp	Author / AAMI Marketing Lead	Suncorp
Rapthi Thanapalasingam, Suncorp	Head of Mass Brands & Sponsorships	Suncorp
Toby Gill, Suncorp	AAMI Marketing Manager	Suncorp