An interactive smartphone campaign has driven strong results for car insurer AAMI, according to a new advertising effectiveness study released by Fairfax Media.
A custom interactive smartphone execution – built by Fairfax Media’s in-house Digital Innovation Services team – allowed users to swipe and erase car damage, which quickly and easily demonstrated the simplicity of AAMI’s service repairs.
AAMI’s “Make a Minor Ding a Minor Thing” campaign ran across Fairfax’s national mobile homepages.
A post-campaign effectiveness study, conducted by company Millward Brown, evaluated the impact of the ad unit. The brand effectiveness research study showed the custom campaign significantly improved association between the brand and campaign message. Key results include¹:
AAMI’s “Make a Minor Ding a Minor Thing” campaign was built by Fairfax Media’s in-house Digital Innovation Services team.
Rising premiums, greater competition and the growth of price comparison websites are encouraging consumers to shop around for insurance products.
Consumer data from emma shows that at any one time 4.4 million consumers of newspaper media are in the market for health, home, motor and travel coverage.
Sources – supplied by Fairfax Media: