AAMI launches first-in-market Facebook ‘like’ campaign for ‘Safe Driver Rewards’ tvc developed by Ogilvy Group Melbourne
In a first for Australian television, Facebook users who ‘like’ AAMI from today will have the opportunity to appear in the insurance giant’s latest TVC for Safe Driver Rewards, as part of a campaign developed by Ogilvy Group Melbourne.
Following the success of the recent “Rhonda” TVC, Ogilvy Melbourne developed the new Facebook tactic to introduce social media and audience participation into the overall campaign.
It gives viewers the opportunity to star alongside Rhonda through a tailored application on AAMI’s newly launched Facebook page.
Viewers are invited to ‘like’ the page, allowing their profile picture to be exported into the 30 second spot, appearing in place of the existing characters in the TVC and adding a new level to the participation of social media and television marketing in Australia.
Teams from STW agencies BADJAR Ogilvy and DTDigital collaborated to deliver the integrated campaign.
The specially developed Facebook TVC featuring the pictures of eighty viewers will air on 23 November during NCIS LA on Channel 10, and will be broadcast in Brisbane, Sydney, Melbourne, Adelaide, Perth and Tasmania, as well as regional NSW and Victoria. The idea will also be supported by the Hamish and Andy website, of which AAMI is the sole sponsor.
Ogilvy Melbourne creative group head, Nicholas Desira, explains: “To get audiences to interact with the AAMI brand we developed a first for Australian television. The idea allows people to interact with the brand via social media, and in doing so, appear in the AAMI commercial starring alongside Rhonda – all by simply clicking the ‘like’ button on Facebook.”
Creative technologist Tim Devine added: “We’ve created an experience that will one day be common place; a simple engagement that seams together multiple channels. TV is still a real-world experience, as opposed to YouTube, and people still get a kick out of being broadcast around the country!”
AAMI’s executive marketing manager, Richard Riboni, said the new campaign component is part of the company’s wider push into the social media space.
Says Riboni: “Being the first to do this in Australia makes this a really exciting project for AAMI. It’s an innovative way for us to launch our social media presence, and we will be using this campaign to support our full social media offering. Our new social media presence is being designed to complement and enhance our dedication to customer service.”
Credits:
AAMI Executive Manager Marketing: Richard Riboni
Ogilvy Melbourne: Creative Group Head: Nicholas Desira
Copywriter: Lenna Boland
Art Director: James Barkley
Creative technologist: Tim Divine
13 Comments
wow..just because you can, doesn’t mean you should…this is so lame. SOCIAL FAIL
This is just pathetic on so many levels.
FAIL…and not a first.
Casting from the public via a promotion is not a first. In fact it’s been going on for about 60 years.
It’s also not a first for facebook, I’ve done it several times.
This only shows how out of date Ogilvy are.
Oh man, I wish I had the foresight like you guys to know if something I haven’t seen yet is going to be “fail” or not! Can you teach me?
@UnfortunatelyShortSighted
The campaign isn’t predicted to fail, the idea is FAIL. If you don’t get that I’m guessing you work in marketing at AAMI and it was your idea to “do” an “ad” on “the facebook”.
Giving consumers the chance to get their profile pictures broadcasted – certainly not a new idea!
An insurance brand in the UK, Aviva, did a similar campaign where consumers profile pictures would be projected somewhere in London by liking the page. Not only is this idea not original, it’s about the simplest form of participation campaign there is.. boring.
Not a great way to launch their “social media presence”.
Hunting for likes, is advertising whoring, why not bend over and spread your cheeks this is desperate and pathetic.
Do I get the usual featured extra rate if they pick me for the broadcast ad?
It might not strike you as good taste but I bet people will think it’s fun. I thought the Coke campaign smacked of desperado too, but then I saw hundreds of people lining up in Sydney to put their name on a coke. In this narcissistic age peope like to see themselves in ads and on coke bottles!
There’s a basic flaw in the premise of that AAMI ad. The car is a convertible, and the chick driving is a ranga. In reality she would only get 3 blocks and her skin would burn and fall off.
So you’re grabbing some lo-res images of Facebook and sticking them in a one off TV ad? That really doesn’t seam “together multiple channels” and certainly isn’t new. Why would you push this as being creative?
Why in a million years would anyone have AAMI as a friend on Facebook? Why do these big companies like this think they have to jump on the Facebook band wagon
when it’s clearly so wrong. Ogilvy needed to tell them this instead of taking their money and making crap like this. But then again, once an out of touch dinosaur, always an out of touch dinosaur.
Wow! Knox and Morris must be spewin’ they’re missing this.
Go Ogilvy Group team ninja attack, yeah. Dazzle us with your awesome world firsts and your crazy gen y wisdom. I want more press releases and I want them to be longer with more people quoted. Totes amazeballs. I heart this.