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Back to School
Channel Gold - Direct Response (any media), Industry Bronze - Financial Services
AA Insurance
Entrant Credits
Simon Breed, Leonie Titshall, Jason Hall, Mike Kelly, Tim Gavriel, Megan Dudley, Lindsay Skilton, Rory Kelly, Joon Yang
Nominee Credits
Richard Park, Sarah Lambert, Greta Bennett, Jamie Vulinovich
Entry Rationale
For families, the back to school time can be financially stressful. It can cost around $2,000 to get each child ready for the school year. After Christmas, summer holiday entertainment and childcare expenses, it’s a time of year when the costs feel never-ending, and some families can be overwhelmed with debt.

Enter AA Insurance. In 2015, their ‘Back to School’ campaign lessened the financial stress by helping consumers get school things sorted. Consumers received their choice of a $50 Whitcoulls, Hannahs or Visa Prezzy card for every new car, home or contents policy purchased.

The unaddressed component of this campaign achieved the highest ever response and sales rate AA Insurance has ever achieved through this channel. The sales rate far exceeded the average benchmark that had been set in campaigns that had more TV and media support than Back to School. The Lifetime Value ROI via this channel was staggering.