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 isn’t top of mind for most people because they think it’s unlikely they’ll ever suffer an injury that keeps them out of work for a long time.
Data showed that the most likely sectors to need Income Protection Insurance – small business, health/wellness, and retail/service – were precisely those least likely to have it. So they became the faces of our campaign.