OMD has helped AAMI cement its place as a cultural mainstay for the AFL Grand Final, evolving from a one-time spectacle into a tradition expected by fans nationwide for the third consecutive year.
The 2024 stunt ramped up the suspense as the match ball went missing yet again, sparking a nationwide search featuring an all-star cast including The Inspired Unemployed, Ryan ‘Fitzy’ Fitzgerald, Lee Lin Chin and hero Paralympian Alexa Leary, which kept viewers guessing right up until the ball was found at the MCG.
This year’s storyline pushed the boundaries of fan engagement. AAMI ambassadors Mon Conti and Trent Cotchin led the live-action sequence as they raced to locate the missing ball in front of 100,000 fans at the stadium.
Mim Haysom, executive general manager brand and customer experience at AAMI, said: “As Australia’s leading insurer, AAMI has a long history of helping Aussies get back on track when things don’t quite go to plan. Our AAMI to the Rescue campaign is an iconic demonstration of that on Australia’s biggest stage.”
At the heart of this campaign was OMD’s media-first strategy, designed to blend live and pre-recorded content seamlessly while engaging AFL fans across digital platforms like Reddit and SportBible. This approach ensured that AAMI’s message reached millions, creating a multi-platform experience that transcended the broadcast.
The campaign launched with a teaser during the pre-match coverage of the Geelong Cats v Brisbane Lions Preliminary Final on Saturday, 21st September. AFL CEO Andrew Dillon employed a crack task force including AFL legends Kevin Bartlett and loveable but slightly unreliable Robert ‘Dipper’ DiPierdomenico, to ensure the ball’s safe delivery, as AAMI Women and ambassadors looked on with worried faces.
On game day, the epic 90-second in-broadcast integration ran alongside an extensive cross-platform amplification plan. This included a new partnership with Uber Eats, which sees the AFL Grand Final as their biggest day of retail trade. The campaign extended to spaces where footy madness thrives, including Reddit, SportBible, out-of-home (OOH) assets around Melbourne, and a Triple M Footy partnership.
Nick Hurley, director of sport partnerships at OMD, said: “Three years in and we’ve turned what began as a spectacle into a cultural tradition. Our media-first approach to the AFL Grand Final ensures that AAMI’s campaign isn’t just seen, but truly experienced by fans across platforms.
“With each year, we’ve pushed the boundaries of live and pre-recorded content, and the 2024 campaign is the perfect example of how powerful integration can be.”
Rob Maclean, Seven Network’s national sport sales director, added: “For the Australian market, the Toyota AFL Grand Final is our very own Super Bowl moment – brands can connect with the largest viewing audience of the year to make an impact and drive fame.
“AAMI has expertly leveraged the power of this mass cultural event in successive years, creating a meaningful and memorable interaction with footy fans via Seven’s live and exclusive broadcast.”
With over 4.02 million viewers tuning in to the AFL Grand Final broadcast, and millions more engaging across digital platforms, the 2024 campaign has continued to elevate the standard for integrated content in sports advertising. OMD’s cross-platform amplification plan ensured the ‘Clanger’ campaign reached a broad and diverse audience, cementing AAMI’s place as a reliable and iconic brand in the AFL’s biggest moment.
CREDITS:
Suncorp Group
Mim Haysom – Executive General Manager Brand & Customer Experience, Suncorp Group
Rapthi Thanapalasingam – Head of Brand & Content
Toby Gill – AAMI Brand & Marketing Manager
Breanna Webster – AAMI Marketing Specialist
Jenny Hutchison – Executive Manager, Group Sponsorships & Community
Gabrielle Emmett – Sponsorship Manager
Susie Turner – Sponsorship Specialist OMD
Nick Hurley – Director of Sport Partnerships, OMD Create
Lachlann Macrae – Sport Partnerships Manager, OMD Create
Liam Annesley – Sport Partnership Assistant, OMD Create
Elizabeth Murrel-Marsh – Account Director
Alyssa Mounarath – Account Manager
Rebecca Moore – Media Assistant
Seven Network
Nathan Carmody – AAMI Campaign Manager
Rachel Wren – Campaign Manager – AFL Lead
Stephen Johnston – AAMI Sport Sales Manager
Yianni Vivliotis – AAMI Sport Sales Executive
Gary O’Keeffe – 7AFL Executive Producer
Whooshka Media
Adrian Brown – Managing Director
Paddy Mithen – Director
Jodie Fisher – Producer
Sarah Cameron – Producer
Farrah Mu – Production Manager
Jamie Merendino – Editor
Ben Blennerhassett – DOP
Wild Rose Pictures – Art Department
Film Star Lighting – Grip/Gaffer
Aaron D’Arcy – Audio
The Bureau – VFX
CJ Dobson @ Moodlab – Colourist