Sydney, Australia (PressExposure) December 23, 2009 -- Lost Swedish backpackers, drivers distracted by twittering and an expectant mother whose waters break while driving are central characters in AAMI's new campaign, "What about me?", which will be launched on Boxing Day.
Developed by Badjar Ogilvy in Melbourne and directed by Patrick Hughes, "What about me?" supports the launch of AAMI's Safe Driver Rewards, a program designed to reward customers who don't make an at fault claim.
The new material will initially utilise AAMI's sponsorship of the cricket over the summer season, with a multi media campaign including television, radio, outdoor, digital and press.
The ad uses the song made originally popular by Moving Pictures in the 80s and more recently by Australian Idol runner up Shannon Noll, "What about me?", to tell the story of a driver who makes no claims yet pays the same premiums as those who do.
"It's an exaggerated look at the things that people do while driving that cause accidents," said AAMI Executive Manager Richard Riboni.
"The ad depicts an extreme scenario of drivers who aren't paying attention and cause accidents; for example, reading maps, texting or twittering friends or making adjustments to their seats, while highlighting that drivers who never make claims feel that they aren't getting better treatment," he said.
AAMI's Safe Driver Rewards program was developed after extensive customer research indicated that customers wanted more from AAMI.
"Our customers know that AAMI provides excellent customer service in the event of a claim and that their premium would not go up as a result of a claim, but they were not rewarded for their safe driving record. This program addresses that core issue," Mr Riboni said.
"This program is the first of its kind in Australia, with no other national insurer recognising the safe driving record of its customers in this way," he added.
--Media enquiries--Tina McElligott - AAMI Corporate Affairs