For the first time, AAMI decided to extend roadside assistance to sleighs at Christmas and engaged us to share the news with their audience and beyond.
AAMI’s decision to insure sleighs showcases the brand’s diverse suite of services and also gets into the spirit of the season.
To run an integrated campaign using video, social amplification, blog posts and live activations to engage with the audience. We created the character of Sven Svenson, Santa’s overworked elf mechanic, who was the star of a mockumentary-style video sharing his thoughts on AAMI’s Roadside Assist now covering Santa’s sleigh. Additional content was created, shared and amplified across social media to reach those driving long distances over the Christmas period. The campaign was then supported with live activations in major Australian cities.
This campaign was split into the AAMI elf mechanic mockumentary, social amplification through blog posts and image sharing as well as an activation with Santa’s sleigh on a tow truck.
Santa’s elf mechanic video
Set in his workshop in the North Pole, we interviewed Sven Svenson, Santa’s overworked elf mechanic for the past hundred or so years. After he moans about how busy he is each Christmas, he is surprised and delighted to hear of AAMI offering Roadside Assistance to sleighs – he’ll be worry-free this festive season! We created a full-length version along as well as a shorter cut down for social media.
Blogs & social posts
To support the videos and to tease out the Sven concept, we created a blog post on Sven’s top tips on sleigh maintenance, which shared his handy hints on how to keep your sleigh flying. In the lead up to Christmas, we shared various versions of Sven’s portrait on Instagram and Facebook to support the campaign and to spread the festive cheer.
Live activation – sleigh tow truck
We put Santa and his sleigh on the back of a branded AAMI Roadside Assist tow truck and drove it around Melbourne, Sydney and the Gold Coast’s CBDs.
We filmed Santa making his way around the cities spreading Christmas cheer. We attached a Go-Pro camera to the back of the truck’s cab to create additional content to further engage the audience with the campaign.
Sven Video – Facebook results:
Recap Activation Video – Facebook and Instagram results:
All content copyright Edge (Business Essentials (Australasia) Pty Limited) 2016 unless noted otherwise.
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