AAMI SNAPCHAT ADS // ART DIRECTION
We were tasked to engage millennials by interrupting Snapchat’s “Discover” platform with linear, contextual stories in short bursts.
This campaign was aimed at science fiction fans by highlighting the benefit of AAMI’s Roadside Assist offering in a tongue-in-cheek way with AAMI morphing into a superhero.
The content featured the iconic AAMI girl that appears in AAMI’s advertisments, however she was transformed into an 8-bit superhero in this Snapchat story, and helped stranded motorists flee from science fiction villains.
The AAMI Skills Thrill Snap story featured people running from a fire-breathing dragon, and a car about to be abducted by aliens: effectively interlinking with the ‘comic’ theme. This campaign also featured a zombie advertisement whereby a petrified driver was saved by the AAMI superhero.
I became involved in this idea at production stage where I worked with our illustrator/animator to ensure the look and feel stayed true to the 8bit style we wanted to use whilst adhering to the AAMI brand guidelines. The final products are ones to be proud of and we had great results to confirm it.
Results:
- Over 358, 000 impressions in total
- Generated a unique reach of almost 155, 000
- A snapchatter viewed the campaign 2.31 times on average
- The AAMI Dragon story retained 20% of all users until the very end of the ad
