AAMI wanted to show their support for women on International Women’s day. They wanted create content, conversation and association with the topic to build positive sentiment for the brand.
The idea started with looking at real criticisms that came from AFL fans and the public by contrasting this against a professional AFL player as she prepares for the game. It was a way to highlight how unfair and untrue some of the statements are. And also just how determined women in general can be in the face of such harsh criticism.
It’s about women taking back the word ‘her’ and turning it into a powerful and positive thing. That’s where this idea of her to hero came from. We want women to own the word hero. After all, what are the first three letters in hero? H-E-R. ‘Her’ is often used in a dismissive or negative way, removing the person’s identity and power. Not any more.
Edge created a video content piece for AAMI.
The beginning shows our hero player getting ready for a game in the change rooms and we can see around her the negative comments (from inside her head) projected onto the walls. We can subtly hear them as well. She’s acknowledging what she’s hearing but at the same time, she’s heard it all before. She’s quietly determined. Not in a negative headspace, but a positive one. She just wants to prove them all wrong.
There will be a clear transition point from negative comments to positive.
Reached over 2.7mil users across both Instagram & FB and generated over 1.3 million in video views [3sec] at a CPV of $0.02. Beating our benchmark of $0.03
Over 400k users watched at least 10secs, and of those 50k watched to at least 95%.
Across both platforms the campaign overall generated 7.7k+ reactions, 300+ comments and 375 shares.
All content copyright Edge (Business Essentials (Australasia) Pty Limited) 2016 unless noted otherwise.
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