AAMI Whistle Blowers

Background

CTP (Compulsory Third Party Motor Insurance) customers have virtually no relationship with their insurance provider. In the event of an accident, the policy provides cover for a third party, not themselves. So usually the only interaction a customer has with their insurer is when they make a purchase. AAMI wanted to surprise existing CTP customers with an engaging piece of communication that made them feel good about their relationship with the brand. They also wanted to leverage their sponsorship of the National Rugby League (NRL) referees.

Idea

When it comes to referees, everyone’s a critic. So as AAMI were sponsors of the NRL referees, the agency thought it only fair to start a referee cheer squad - ‘The Whistleblowers’. AAMI customers in NSW were sent an official supporter’s guide with positive messages to shout out for the refs, praising their agility, eyesight and decision-making prowess.

Customers could also win the ultimate NRL Grand Final experience, or one of 50 tickets to the game. It made for an entertaining and positive interaction with AAMI, while also allowing them to cross sell motor vehicle insurance to existing CTP customers.

Results

The campaign achieved a 6% customer response rate – an impressive result given the lack of relationship CTP customers generally have with their insurance provider.

Target Audience

AAMI CTP (Compulsory Third Party Motor Insurance) customers in New South Wales. Men and women of all ages who have one thing in common - passion for rugby league.

Our Thoughts

Yet again, top notch copy from the Aussies changes a conventional mailing into a laugh-out-loud booklet. Nicely tying in with their sponsorship of referees in the National Rugby League, the mailing has enough to cut through to the audience successfully.