AAMI Scales AFL Grand Final Activation with Pop Icon Kylie Minogue for Record Engagement

Insurance brand Suncorp has elevated its presence at the 2026 AFL Grand Final, expanding its multi-year ‘AAMI To the Rescue’ campaign with a high-profile integration featuring global music icon Kylie Minogue.

Developed in collaboration with WPP Media OpenEra alongside broadcast partner Seven and the Australian Football League, the large-scale activation leveraged the grand final spectacle to drive consumer engagement and brand visibility across both the Melbourne Cricket Ground and national broadcast channels.

The narrative mechanics involved a simulated scoreboard malfunction that launched the match ball into a stadium-wide ‘supernova’ rescue mission. The storyline incorporated high-profile cameos from prominent sporting figures and entertainment personalities, culminating with Kylie Minogue intercepting the ball in an AAMI-red heel before handing it to the iconic AAMI Woman ahead of the opening bounce.

Reflecting on the evolution and consumer impact of the long-standing campaign, Suncorp executive general manager brand and customer experience, Mim Haysom, highlighted the value of annual creative scaling.

“What started as a simple rescue mission for the AFL ball five years ago has become a much-loved part of grand final day, with fans now looking forward to seeing how AAMI will surprise them each year.”

“This year’s rescue is our biggest and boldest yet,” Haysom said.

Detailing the creative rationale behind the brand partnership, Haysom added: “Bringing together footy, humour, spectacular storytelling and Australian icon Kylie Minogue has allowed us to create a truly memorable moment that celebrates the excitement of the AFL grand final while remaining unmistakably AAMI.”

The production united multiple commercial stakeholders, featuring hero content produced by Whooshka Media alongside collaborative alignment from WPP Media Sport & Entertainment, the Seven Network, and the AFL.

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