AAMI unveils new digital campaign via oOh! + Ogilvy that pulses to the weather map’s beat
AAMI has launched its latest advertising campaign for its Roadside Assistance service which, harnesses oOhmedia’s digital media by scheduling creative to run according to the weather conditions. The campaign was created by Ogilvy, Melbourne.
AAMI’s digital campaign has multiple creative executions based on sunny, rainy, cloudy and windy weather conditions with headers such as: “You’ll be singing in the rain with AAMI Roadside Assistance” and “No matter what the clouds bring, we’re here to help”.
Each creative execution will run to match the weather locally using oOh!media’s digital media weather triggering technology which uses a RSS weather feed from the Bureau of Meteorology.
Brendon Cook CEO of oOh!media said the weather triggering technology enables contextually-relevant connections between advertisers and motorists.
Says Cook: “It’s a really smart concept for an insurance company to leverage the local weather conditions to attract attention, relate to the audience and promote its service.”
Says Anthony Russell, brand manager, AAMI: “By tapping into local weather conditions and dynamically serving ads to match, we’re grabbing drivers’ attention in an entertaining and relevant way which will increase recall for the advertising and brand.
“Weather is a natural fit for any insurance company, but our positioning of being ‘not very insurancey’ enabled us to have a bit of fun with the advertising and we’re all really proud of the finished product.”
Together Starcom and oOh! have created 
stronger consumer connections for AAMI’s Roadside Assistance campaign by optimising its coverage, content and technology.
AAMI’s weather-triggered Roadside Assistance starts this week, across five states, for one month, in landmark roadside locations such as the spectacular new digital billboard in North Melbourne, Rundle Mall in Adelaide, Story Bridge in Brisbane, Mitchell Freeway in Perth and Southern Cross Drive in Sydney.
High-impact, classic billboard advertising will complement AAMI’s digital creative to build and sustain awareness for the entire three months of the campaign.
Creative agency: Ogilvy
Media agency: Starcom
4 Comments
Honda did it better in 2011. https://www.youtube.com/watch?v=WOW7uyzCCYc
Then entire campaign is totally pissed into the wind when you can’t read it. This is how NOT to do outdoor.
Agree with pointless. Crap, wordy headlines and terrible art direction. And why is the girl from the call centre checking the engine?
Was the aim to increase accidents while drivers distractedly try to figure this shit out?
Ogilvy creative department must have been busy doing the mannequin challenge 4 weeks after it was a thing, and left this to the studio.