DDB uses puppies and grandma to make Kiwis care about AA Insurance in latest campaign

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Screen Shot 2017-05-11 at 7.24.08 am.jpgAA Insurance by its very name is better known as the expert in car insurance. Tasked to bring awareness to the fact AA Insurance also offer award-winning home and contents insurance, DDB has created this new campaign.

The strategy for the work was simple; insurance is boring and it’s hard to make people care so DDB called in some unique talent that was impossible to ignore.

Says Shane Bradnick, ECD, DDB: “AA Insurance really care about their customers and they have the awards that prove it. However, the truth is that people don’t think about, let alone care about insurance, until they need it. What they may care about is grannies, puppies or delicious looking pancakes. So, we thought if we put those things in front of a giant logo, and it made people smile, laugh or even hungry, then it may also help them remember that AA Insurance offers home and contents, and to sign up before they actually need insurance.”

Says Melodie Vickars, brand, sponsorship and acquisition manager for AA Insurance: “This collection of work tackles a business problem for us in an honest, upfront and interesting way. Besides, what other insurance provider can offer to make you feel all ‘warm and gooey inside’, just like your favourite chocolate pudding?”

AA Insurance:

Head of Marketing and Communications: Richard Park

Brand, Sponsorship and Acquisition Manager: Melodie Vickars

Marketing Specialists: Josh Thomson, Misha Desai

Marketing Representatives: Dianne Spaans, Dita Sekhar

Agency: DDB

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Shane Bradnick

Creative Director: Ben Pegler

Art Director: Borja Iciz

Copywriter: Kiran Strickland

Lead Business Partner: Kate Lines

Senior Business Director: Carly Pratt

Business Coordinator: Frankie Everard

Planning Director: Andy Bell

Senior Planner: Anna Gunnell

Executive Producer: Judy Thompson

Senior Agency Producer: Samantha Royal

 

Production Company: Scoundrel

Executive Producer: Adrian Shapiro

Producer: Nikki Smith

Director: James Dive

DOP: Crighton Bone

Post Production Company: Blockhead

Editor: Julian Currin

Soundtrack/composer/Music: Liquid Studios