Suncorp: AAMI – a cautionary tale of bargain regret

Australian general insurance provider AAMI ran the 'Budget Regret' campaign to grow sales by 5% and raise average policy price 5% while retaining existing customers.

Executive Summary

The AAMI Bargain Regret campaign helped to position AAMI for value in a market pushing people towards cheaper competitors.

In the years preceding the campaign, new challenger brands had been closing the consideration gap on AAMI.

At the...

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