AAMI's pre-game activation at the 2024 Toyota AFL Grand Final was broadcast to an audience of 2.98 million fans across Australia, solidifying its place as a cultural mainstay for the third consecutive year. The stunt involved a nationwide search for the missing match ball, featuring a diverse all-star cast including 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 as they raced to locate the missing ball in front of 100,000 fans at the stadium. The campaign was designed by OMD with a media-first strategy, blending live and pre-recorded content while engaging AFL fans across digital platforms like Reddit and SportBible.

"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," said Mim Haysom, Executive General Manager Brand & Customer Experience at AAMI.

The campaign launched with a teaser during the pre-match coverage of the Geelong Cats v Brisbane Lions Preliminary Final on Saturday, 21st September. On game day, the 90-second in-broadcast integration ran alongside an extensive cross-platform amplification plan, including a new partnership with Uber Eats. The campaign extended to spaces where footy madness thrives, including Reddit, SportBible, out-of-home (OOH) assets around Melbourne, and a Triple M Footy partnership.

"Three years in and we've turned what began as a spectacle into a cultural tradition. 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," said Nick Hurley, Director of Sport Partnerships at OMD.

Over 4.02 million viewers tuned into the AFL Grand Final broadcast, with millions more engaging across digital platforms. OMD's cross-platform amplification plan ensured the 'Clanger' campaign reached a broad and diverse audience.

"For the Australian market, the Toyota 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," said Rob Maclean, Seven Network's National Sport Sales Director.