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Case History Database

AAMI – A Cautionary Tale of Bargain Regret

Ogilvy Australia
Financial Services
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.
Case study

AAMI – A Cautionary Tale of Bargain Regret

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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

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