(click on images to enlarge)      

CLIENT: AMI Insurance

CAMPAIGN TYPE: Ambient including use of barrier arms, parklites and lifts

LOCATION: Auckland

TERM: 12 Months

REACH: 300,000 vehicles per month

PROMOTION: "When Things Come Out Of Nowhere"

RATIONALE: Space provides communication direct with vehicle drivers (and occupants) at the very point that they are leaving their vehicle unattended and security is top of mind.  The SPACE audience is upper discretionary in income. This gives a twofold benefit: 1) Implied lower vehicle insurance risk, 2) More higher value assets for cross selling.  SPACE has multiple media options that will communicate with the audience multiple times in a single parking event - upclose and within their personal space.  Continuous communication means that the percentage of the audience looking for insurance will be reached when insurance is top of mind.

RESULTS: Mini-Measures

-93% Awareness of AMI Insurance Campaign

-89% Will contact AMI for quote when insurance is due

-Inconclusive as to who currently insured with due to recall

-94% positive rating “when things come out of know where campaign”

(sample 50; Kitchener St & Viaduct sites)

COMMENTARY: " We are extremely pleased with the creative and feel that the quirkiness of the campaign is in line with the AMI brand. The carparks campaign has given us the opportunity to trial a new ambient campaign which we believe we can build on and develop further.” - Sheena Ewing-Brown, Manager—Customer Marketing, AMI Insurance