Roadside Assist Superheroes to the rescue in second AAMI Snapchat campaign via Edge

Content agency Edge has created a second Snapchat campaign for its client AAMI Insurance. The superhero-themed animations will be aired during this week’s Snapchat’s coverage of the San Diego Comic-Con as 3V Live Story Ad units.

The three AAMI Roadside Assist Superheroes executions highlight the benefits of AAMI’s roadside assist in a tongue-in-cheek way that ties in to the event itself and appeals to the Millennial audience who will be following the 24-hour Live Story.

The animations have been produced in an 8-bit style which Edge first successfully trialled for AAMI in a Facebook video. The storylines feature one of the much-loved AAMI girls as featured in AAMI’s ‘Not Very Insurancey’ TVCs but now transformed into a superhero helping stranded motorists flee from Science Fiction & Fantasy’s most popular tropes – zombies, aliens and dragons.

While Snapchat doesn’t have official benchmarks, Edge’s previous creative campaign for AAMI, aired during the NBA Draft Live Story scored highly for ad view completion rates, unique users and total views. For both campaigns Edge was responsible for the creative ideation, execution, production and media buy.

Says Edge head of strategy Richard Parker: “Comic-Con San Diego is a US event, but it’s got an iconic global reach, which is why we decided to leverage Snapchat’s live coverage to engage with that elusive millennial audience. It’s still an emerging channel in Australia so we can play with different executions to see what works. This time around we’re testing animation – we figured the best way to appeal to the diverse Comic-Con audience was a bit of overt pop-culture reference, turning the AAMI girl into an 8-bit superhero to do battle with zombies, aliens and monsters. We definitely had a lot of fun creating and executing this campaign.”

Adds AAMI personal insurance brand manager Anthony Russell: “We had a great response to our first Snapchat campaign. As a channel it has its unique challenges and opportunities but the results show it is possible to break through using fun, engaging content. We hope to achieve this again, although it will be interesting to see how animation performs in what is typically a live action environment.”

Creative Agency: Edge

Head of Content: Henry Biggs