Sponsorship information for:

AAMI captured the attention of AFL fans by the million with its carefully planned pre-game activation at last weekend’s Grand Final.

For the third year in a row, the insurer presented a live and pre-recorded mix of drama and humour that was broadcast to nearly 3 million viewers across the country.

This year's activation’s storyline had the match ball gone missing, prompting a national search by a diverse cast of Australian personalities.

Involved were the Inspired Unemployed, Ryan 'Fitzy' Fitzgerald, Lee Lin Chin, and Paralympian, Alexa Leary.

AAMI ambassadors, Mon Conti and Trent Cotchin led the live-action sequence at the Melbourne Cricket Ground as they raced to find the missing ball before the first bounce in front of a live crowd of just over 100,000.

AAMI executive GM brand & customer experience, Mim Haysom said, “As Australia’s leading insurer, AAMI has a long history of helping Aussies get back on track when things don’t quite go to plan.”

“Our AAMI to the Rescue campaign is an iconic demonstration of that on Australia’s biggest stage.”

The campaign was created by agency, OMD to blend live and pre-recorded content and engaged AFL fans across digital platforms including Reddit and SportBible.

The promo kicked off with a teaser during the pre-match coverage of the Geelong vs Brisbane preliminary final on 21 September. It involved AFL CEO, Andrew Dillon and playing legends, Kevin Bartlett and Robert 'Dipper' DiPierdomenico.

On the big game day, a 90-second integration was broadcast, complemented by an extensive cross-platform amplification plan. That took in a new partnership with Uber Eats, leveraging the AFL Grand Final as their biggest day of trade.

There was also out-of-home advertising around Melbourne that included another partner, Triple M Footy radio.

“Three years in and we’ve turned what began as a spectacle into a cultural tradition,” said OMD director of sport partnerships, Nick Hurley.

“Our media-first approach to the AFL Grand Final ensures that AAMI’s campaign isn’t just seen, but truly experienced by fans across platforms.

“With each year, we’ve pushed the boundaries of live and pre-recorded content, and the 2024 campaign is the perfect example of how powerful integration can be,” he added.

Seven Network's national sport sales director, Rob Maclean, said, “For the Australian market, the AFL Grand Final is our very own Super Bowl moment.”

"Brands can connect with the largest viewing audience of the year to make an impact and drive fame. AAMI has expertly leveraged the power of this mass cultural event in successive years, creating a meaningful and memorable interaction with footy fans via Seven’s live and exclusive broadcast.”

Click here to share this article with your network.