Running throughout the 2019 AFL season, Clangers Happen was a comic campaign pushing the idea that insurance brand AAMI is there to help when things go wrong.
Territory: Australia
Agency: Ogilvy Melbourne
Other organisations: OMD Sydney (media), Rabbit Content (production)
Objectives
AAMI’s brief to Ogilvy was to leverage its AFL official partnership – and broadcast sponsorship on Channel 7 – to show its (potential) customers that mistakes can happen and that AAMI is here to help them recover when they do.
Activation
The solution to the brief was an integrated campaign called ‘Clangers Happen, Lucky You’re with AAMI’.
The campaign launched at the start of April, during AFL round two, with a hero commercial across Channel 7’s AFL broadcast called ‘The Clangerfesto’, which feature some of the most embarrassing and unexpected moments to have ever happened in the AFL.
The campaign evolved with the release of two further TVCs featuring footy stars and fans, both reinforcing the message.
The campaign extended through social, digital and out of home through the entire AFL season and included integrated AAMI branded content segments during Channel Seven’s AFL broadcasts on Thursday nights, Friday nights and Sundays.
It climaxed at the end of September with an AFL Grand Final ‘Clangers’ spot.
“Clangers remind us that we all make mistakes, even our footy heroes. And for us they’re the perfect link between the game that Australia loves and the promise that AAMI delivers to help Australians prevent and recover from life’s little or big mishaps,” explained AAMI marketing manager Toby Gill. “When our customers are faced with life’s little clangers, AAMI is there to help them recover.”
The campaign was created for AAMI executive general manager, brand & marketing, Mim Haysom by an agency team led by executive creative director David Ponce de Leon.
Outcome
The season-long television reach across Channel 7’s AFL cumulative total audience was 91.3 million and a cumulative gross of 3.4 million individuals. The Grand Final itself reached 2.2 million Australians.
On social media, the hero ‘Clangerfesto’ ad notched up 300,000-plus views on AAMI’s Facebook page with the Grand Finals social content viewed by another 150,000.