Live a Little Freer
To grow AAI’s share of insurance, we needed to give the brand an unfair share of feeling.
Instead of just touting rational proof points and promoting incentives, AAI wanted to be seen as an insurer that protects the things that are important to people, whatever they might be.
With ‘Dino vs Unicorn’, AAI’s promise went deeper than insurance. It went to the heart of what mattered most to people: your family and enjoying them without worry holding you back.
And it worked. The more we made people feel, the more they warmed to AAI. With Dino vs Unicorn, AAI’s brand appeal rose to 12 points above NZ norms, and elevated AAI to NZ’s most preferred general insurer. Dino vs Unicorn debuted as NZ’s 6th most loved ad in December 2019, becoming a regular on the list since.