Income Protection insurance. Who needs it, right?
That’s the sentiment we needed to tackle to increase consideration for AAMI’s product.
This type of cover is not top of mind for most people because they think it’s unlikely that they’ll suffer an injury that keeps them out of work for an extended period of time.
Data showed the most likely sectors to need Income Protection insurance – small business, health/wellness, and retail/service –so they became the faces of the campaign.