AA Insurance brings customer stories to life in new ‘Reasons to Trust’ campaign via DDB Aotearoa


Becoming New Zealand’s most trusted general insurer 12 years in a row is not a fluke – it’s the result of AA Insurance consistently going the extra mile to help its customers at the moments that matter.


DDB Aotearoa has captured this energy in a new campaign for AA Insurance, ‘Reasons to Trust’, which brings to life a collection of real experiences from the team, demonstrating how they step into their customers’ shoes to care, help and get things sorted.

Melodie Vickars, head of brand, marketing and communications at AA Insurance says the company’s “Most Trusted” accolades reflect the attitude of the insurer’s customer experience teams: “We have so many incredible stories, demonstrating how our teams put Kiwis first when they need us most. This campaign is a warm, engaging display of how we help our customers in situations you wouldn’t necessarily expect an insurer to navigate.”

DDB Aotearoa’s creative director Ben Pegler says the stories told in ‘Reasons to Trust’ are heart-warming, particularly because they are all based on real experiences.

The strength of this campaign is in the sum of all its parts and features a range of customer stories that will run across TV, radio, video, billboards social media and digital.

The TVC tells the story of how an AA Insurance team member retraced the steps of a customer to find a precious ring in the vent of the customer’s car. Two radio spots tell how the AA Insurance team got things sorted for its customers. One features Nan’s stove being fixed days before Christmas, saving Christmas dinner, and the other is about a rental car being organised in record time, so a mum could take a much needed holiday with her kids.

The Reasons to Trust campaign is in market now.

General Manager, Marketing, Portfolio and Pricing: Richard Park
Head of Brand, Marketing & Communications: Melodie Vickars
Marketing Manager, Brand & Media: Catherine Dilly
Marketing Team Leaders: Dana Willott and Amanda Hogg

Agency: DDB Aotearoa
Agency Producer: Charlotte Glennon
Chief Creative Officer: Gary Steele
Creative Director: Ben Pegler
Copywriter: Lizzie Baird
Art Director: Sarsha Drakeford
Lead Business Partner: Kate Lines
Senior Business Director: Brodie Lawry
Business Director: Rebecca Leach
Production company credits:
Production Company: Good Oil
Client/Brand/Product: AA Insurance
Director: Stuart Bowen
Producer: Anna Stuart
Executive Producer: Andrew McLean
D.O.P: Marty Williams
Editor: Julian Curran
Post Production: Dave Gibson (Colourist) Stu Bedford (Flame Artist)
Production Design: Rosie Guthrie
Sound: Andy Morton @ Liquid Studios