AAMI taps AFL’s unpredictability with ‘Luck of the Bounce’ via Leo Australia
Sometimes, it all comes down to how the ball bounces.
AAMI is leaning into the unpredictable nature of AFL with the launch of its new sponsorship platform, ‘Luck of the Bounce’, created by Leo Australia.
The campaign, which rolls out nationally across TV, social, radio, digital and out-of-home, is designed to capture the highs and lows of footy through one central idea: sometimes, it all comes down to how the ball bounces.
Built on footy’s unpredictability
At the heart of the campaign is the Sherrin football, widely known for its unpredictable bounce once it hits the turf.
The creative platform taps into the emotional swings fans experience each season, aligning with AAMI’s broader brand platform ‘Because Australia’ and its idea that there’s only so much luck to go around.
Mim Haysom, EGM Brand and Customer Experience at Suncorp, said the platform reflects the realities of the game and the brand’s role within it.
“Footy might be built on skill and hard work, but the bounce still has a big say. Luck of the bounce gives AAMI a way to show up that feels authentic to the game, acknowledging both the big wins and the unlucky moments fans live through every week.”
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Creative rooted in fan truth
Michelle Walsh, Creative Director at Leo Australia, said the idea draws on a truth every AFL fan understands.
“Even the most skilful footballer is not immune to the swinging pendulum of luck we call the Sherrin. It can be cruel, kind, and the difference between a premiership cup and a Grand Final replay.”
Integrated national rollout
The campaign forms part of AAMI’s broader AFL and AFLW sponsorship and will run throughout the season, targeting footy audiences across Australia, from casual viewers to die-hard fans.
Media for the campaign is handled by OMD Australia and Open Era, supporting a fully integrated national rollout.
The work positions AAMI to strengthen its connection with AFL audiences by leaning into one of the game’s most recognisable truths, that sometimes, no matter how well you play, it all comes down to luck.
