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 other end of the funnel customer switching was increasing to these brands that deployed sharper pricing and aggressive tactics, challenging consumers to question,

"Why am I paying so much for insurance?"

Bargain Regret was AAMI's response.

A response that saw AAMI slow churn and increase prices, all while growing high value customers and profit.

Total campaign expenditure and period:


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