You know from your corporate induction that AAMI have more than 2.5 million policy holders across all types of insurance, and are owned by Suncorp. They offer a suite of insurance products including car, travel, home, life and income protection cover, and were the winner of the ‘Insurer of the Year’ category in Money magazine’s Consumer Finance Awards 2011 and 2012.
Your boss has identified the need to promote the car insurance product. He informally briefs you that they would like to build awareness of this product and generate interest to attract new customers within the 18-30 age bracket. The budget for the campaign is $100,000, a figure he’s based on last year’s budget plus media inflation costs. Your boss says that he read somewhere that he should build strong USPs but he isn’t sure and asks for your advice on whether AAMI have any and whether they are necessary. He wonders if, given that he’s already decided a radio campaign is best, there are particular things that should be included in the ad.
He sees you as knowledgeable about advertising so wants to see both your academic thinking and practical suggestions for their advertising. So he asks you to critique the briefing information he has given you, pointing out any areas he may want to reconsider in future, AND to demonstrate your thinking by coming up with a 15 second ad for AAMI car insurance.
You need to make recommendations to AAMI management as to:
How you recommend that AAMI address their current needs (i.e. your recommended strategy/tactics)
A justification of how you think the campaign will work (based in relevant theory and credible literature)
How you want the campaign to look and feel (based on what you know about how advertising does and doesn’t work and what you know about commissioning great advertising)
The target audience (i.e. would you suggest any alterations)
Broad media recommendations for future advertising (this is not a media planning course but you should be able to make broad recommendations based on the material in this course). You should also include a broad recommendation of how you might split the budget by media.
Any timing issues
While you are under the direction of your boss, remember as a marketer it is your job to raise issues/critique (justification based on theory) any anomalies that you see in the brief.
In terms of format and style the presentation component of this assignment should look like a ‘real’ professional response to your employer. Hence it should demonstrate rational thinking, flow well and show a succinct/well written argument. You do, however, have flexibility in the overall style (i.e. does not have to be academic essay style), but again remember this is a real response and will be marked on realism.
For the audio component of this assessment you are required to record your idea for an ad for AAMI (using your computer or phone microphone is fine). This will allow you to demonstrate your thinking and knowledge of what makes great advertising. You will not be marked on the professionalism of the audio recording, the audio is simply to supplement the written component and demonstrate that you can apply what we talk about in class.
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