AIA were working in partnership with Priceline to produce insurance products relevant to today's Australian women.
Our challenge was not just to drive preference, instead our core problem was that our audience didn't see the need for insurance in the first place.
Our creative idea was based entirely around one key insight - that most women only begin to connect with the need for insurance once they begin a family.
We call this the 'oh shit' moment, and used it to drive the creative that we developed for the campaign across TV, DM, Digital and Print.
In a 6 month period the campaign drove strong Brand Perception and Brand Equity scores with 76% of women believing that 'Priceline truly understands women'.
Following the launch, in 2011 Priceline recorded its highest brand perception scores in 3yrs, which was partly attributed to this campaign.