AAMI’s brand purpose is to make Australian’s feel luckier everyday. They wanted to bring this to life on Mother’s Day by doing an activation in the busy Sydney CBD where they handed out gifts for mum to those who might have forgotten about the big day.
Lucky you’re with AAMI because AAMI has got you covered for Mother’s Day.
AAMI held a Mother’s Day Assist (named after their Roadside Assist product).
We set-up an activation at a prime location in Martin Place on the Wednesday leading into Mother’s Day.
We handed out rose posies and Mother’s Day cards we designed. The spot was “unmissably AAMI” with our staff wearing florist aprons and a busker belting out Michael Bublé and John Legend tunes for people waiting in lines up to 30 minutes long!
We also interviewed people on-site asking them why they are so lucky to have their mum and why she’s lucky to have them for our recap video.
We estimate about 1000 people visited the activation with over 2500 people seeing it over the 6 hour day.
The Mother's Day activation video performed well on both Facebook and Instagram:
Facebook - total of 399,366 impressions and reach of 291,347
Facebook - 85,148 views, 4,068 completed views and a low CPV of $0.03
Instagram - 10,072 views of which 142 views were completed and a low CPV of $0.03
Across both channels - 551 reactions, 14 comments and 90 shares
All content copyright Edge (Business Essentials (Australasia) Pty Limited) 2016 unless noted otherwise.
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