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.