#luckyyourwithAMMI

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An ad that moves with the clouds

In 2016 AMMI, Ogilvy and Ooh Media rolled out an outdoor digital campaign - based on the live weather feed from the Bureau of Meteorology.

The interactive billboards change dependant on if the weather is sunny, rainy, cloudy and windy weather conditions with slogan such as: “A storm travels fast we move faster” and “Don’t waste todays sun on the side of the road”

Ooh Medias CEO Brendon Cook said “It’s a really smart concept for an insurance company to leverage the local weather conditions to attract attention, relate to the audience and promote its service.” noting how the advertisement always allows for a contextually-relevant connections to be made between all motorist.

This instantly creates awareness through grabbing driver attention with an advertisement that directly reflects the drivers current environment and in turn create greater recall for AMMI brand and the message of assistance no matter the weather. 

Thus this campaign is used to create a scenes of familiarity for the AMMI’s target market and in turn encourage them to undertake further research into their services shifting the individual from awareness to interest in the AIDA model. This is accompanied with AMMI’s website and phone number  to make the information easily available for individuals to follow up with their interest to hopefully shift them to the next stage in the AIDA model.