AAMI is backing small business in new ‘AAMI Does’ campaign via Ogilvy Melbourne


AAMI is launching a new initiative to support its Small Business Insurance customers, the first major campaign for AAMI’s Business Insurance product in nearly three years, developed by Ogilvy Melbourne.


The campaign not only provides more than $1M of media space to SMEs that really need it, but also uses creative resources to co-develop ads that showcase twenty different SMEs in their own words. The fully integrated campaign sees Ogilvy Melbourne working in close collaboration with business owners to create 20 bespoke mini-campaigns across TV, OOH, radio and social in the VIC, NSW & QLD markets.

It is an initiative that goes that extra step for AAMI’s business insurance customers, to once again bring to life all that ‘AAMI Does’.

Says Toby Gill, marketing manager, AAMI: “It’s been a tough year for many, and this is our way of showing small business that we’re behind them, not just when it comes to insurance, but also by putting our resources, creativity, and OMD media team’s expertise behind them as well.”

Says Mim Haysom, CMO/EGM brand and marketing at Suncorp Group: “We’re thrilled to do what we can for our customers and build on the financial support that was offered to them during the pandemic with a campaign that helps them reconnect with and grow their customer base.”

AAMI is backing small business in new ‘AAMI Does’ campaign via Ogilvy Melbourne

Says Declan O’Dwyer, head of Suncorp, OMD Sydney: “We have enjoyed working collaboratively to deliver tailored media campaigns that showcase each of the featured small businesses. We are excited to see this campaign go live during a time that has been difficult for many SMEs and are glad we were able to do our bit to support them.”

Says Lenna Boland, creative director, Ogilvy Melbourne: “I love that this campaign goes beyond pure marketing objectives, to one that impacts and helps grow the actual marketing of the everyday small businesses that AAMI insure. This is a great example of ‘AAMI Does’ in action. A great collaborative effort by the entire team, working hand in hand with the individual businesses, to make it happen.”

Client: AAMI (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Toby Gill: AAMI Marketing Manager
Amy Wagner: AAMI Marketing Specialist
Heidi Storey: Manager, Content Marketing
Angie Moore: Content Lead

Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Ryan Clayton
Art Director: Grga Calic
Copywriter: Zac Blakemore
Head of Strategy: Virginia Pracht
Head of Production: Mel Herbert
Account Director: Benedict Smith
Account Director: Alexandra Leahy
Account Manager: Oliver Corcoran
Head of Print Production & Studio: Brendan Hanrahan

Production Company: Ogilvy X
Director: Josh Dawson
Producer: Jules Callen
Colour Grade: Nicholas Hower, Post Lab IO
Editors: Josh Dawson & Stefan Raabe
Sound: Tristan Dewey and Sam Hopgood, Bang Bang Studios

Media Agency: OMD Sydney
Head of Suncorp: Declan O’Dwyer
Account Director: Richard Garratt
Account Executive: Elizabeth Murrell-Marsh
Senior Trader: Elizabeth Kay