AMI's quirky renters insurance ad by Colenso BBDO has been named July's Ad Impact Award winner for its entertaining delivery of the policy.
The TVC shows a range of possible situations where renters contents might get stolen, like a laptop being swiped on a train or in the park and even leaving a handbag in a club. It also shows the insurance also covers renters if their items get damaged, by accidentally sitting on an iPad or a friend spilling wine all over the lounge.
According to Colmar Brunton, New Zealanders enjoyed the spot and it created a lot of appeal and affinity for the brand. The spot addressed one of the core challenges facing New Zealand renters, and it arrived at a time when renter security has been a major issue in mainstream media. The creativity of the campaign when combined with the topicality of the issue meant that the campaign really resonated with the target market.
A Colmar Brunton release said the public is "more likely to use AMI in the future as they felt the ad was credible and relevant while providing them with new information about AMI".
Colmar Brunton also said the clever, entertaining animated style of the advertising has generated a lot of talkability among the public.
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.