AMI

The problem the campaign was set to crack was to achieve policy and share growth for AMI's home and contents products.

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...

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