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

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


Erm.... said:

They used the undies undies undies thing

Leave a comment


A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs