HomeAFLAAMI Partnership Creates Ground-Breaking Grand Final Stunt

AAMI Partnership Creates Ground-Breaking Grand Final Stunt

AAMI Partnership Creates Ground-Breaking Grand Final Stunt

OMD and AAMI, in partnership with Seven, the Australian Football League (AFL) and Whooshka, launched a gameday stunt at the 2022 AFL Grand Final, which included several athletes in an integrated content video.

Building on AAMI’s ‘Clangers’ campaign, the 60-second content piece merged pre-recorded footage with an in-person appearance from ‘AAMI to the Rescue’.

Additionally, the video took fans across Australia and featured 18 AFL and AFLW athletes as they aimed to deliver the game ball to the MCG.

Commenting on the video, Suncorp Group CMO, Mim Haysom, said: “AAMI to the Rescue is a ground-breaking integration that has put the brand front and centre of Australia’s biggest sporting event.”

“The AFL Grand Final is truly Australia’s version of the Super Bowl, to have the piece turn from pre-recorded to live with the AAMI girl entering the ground to deliver the match ball and save the day is incredible,” Haysom said.

On the planning, OMD director of sport partnerships, Nick Hurley, said: “We’re extremely proud to see this come to life on one of the biggest sporting stages in Australia.”

“This has been an idea years in the making. Concepted during the Covid lockdown, we wanted to celebrate the return of AFL to the MCG with an idea to capture the attention of all fans, both in stadium and through the huge broadcast audience.

“OMD Create and our valued partners are proud to have developed a fantastic integrated moment that captures the excitement and spirit of the game, whilst aligning with the creative platform that we’ve helped build with AAMI,” he said.

On its execution, Seven West Media national sport sales director, Rob Maclean, said: “AAMI to the Rescue is a shining example of brand and content integration as a relevant and meaningful part of a broadcast.”

“AAMI, OMD, Seven and the AFL collaborated to plan and execute the idea with precision, and Seven was thrilled to be able to showcase it to millions of Australians in our live and free coverage,” he said.

The final stunt of the 2022 AFL season came after SEN and SCA were announced as the AFL’s radio broadcasters for the 2023 and 2024 seasons.

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