AMI – Keep on Smiling

The insurance category is essentially low involvement, and subject to high levels of inertia, as consumers typically only change providers when they have a problem with their existing insurer.

AMI – Keep on Smiling

Category: Corporate Reputation/ImageAgency: DDB New ZealandAdvertiser: AMICampaign: Keep on Smiling


Business growth is hard to come by at the best of times but in a low involvement, high inertia category such as insurance it's even harder. Coupled with a market place that is getting mixed signals about your brand and it's almost impossible.

AMI set the record straight with a brand re-launch that defined its role and place in not just the world of insurance but people's lives. They did it using something as simple as a...

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