Creative Execution

Our TV featured a Dad enduring a vomit-inducing Gravitron ride with his daughter, all shot in glorious slow motion with no dialogue. To create a pre-roll for the campaign we customised our creative, shooting a new scene specifically for our Youtube audience. We also created a new button directly above the Skip button. The viewer could either skip the ad, or interact with it, by giving our girl another go.

Giving audiences an extra go, gave AAMI’s results an extra push. • Click Thru Rates to AAMI”s website 35% higher than industry average* • View Thru Rate 10.78%* Within a month of the overall campaign launching: • Visits to AAMI website up 96%^ • Quotes started up 41%^ • Quotes completed up 36%^ • Buy completed up 38%^ An extra go on the Gravitron not only helped stopped the skip, it got customers to stop and consider AAMI Life Insurance. *Source: Google Campaign Report (28.05.2014 – 30.6.2014) ^Source: AAMI Insurance. Based on 3-month rolling average.

Our TVC ad for AAMI Life Insurance, involved a Gravitron, a girl and a gagging Dad. It was based on simple human truth: there’s lots of things we do for our family, often finding ourselves in rather uncomfortable situations. But in doing so we forget that there’s something we should do, take out Life Insurance. Our challenge was to rethink how we could adapt this creative to AAM’s online audience. To do something beyond just a simple cut-down of the ad. When faced with the ubiquitous Youtube pre-roll ad, we’re almost pre-programmed to Skip it. Based on the insight that everyone ‘skips’, how could we get people to engage and stick around not skip. It was from here that our idea developed.