AMI Insurance
Agency: DDB
'KELLY BROWNE'
What was the problem AMI's Kelly Browne campaign set out to crack?
To achieve policy growth and market share growth for AMI's home and contents products in a category where there is low consumer involvement, growing competition and low advertising cut through as a result of category generic executions and a large number of competing brands.
This was partnered with a wider business problem and company desire to move the brand towards a differentiated market position, around customer care (and other brand attributes), by showing New Zealand life and how insurance fits...