{"id":560758,"date":"2026-03-24T08:49:10","date_gmt":"2026-03-24T08:49:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/560758\/"},"modified":"2026-03-24T08:49:10","modified_gmt":"2026-03-24T08:49:10","slug":"aami-taps-afls-unpredictability-with-luck-of-the-bounce","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/560758\/","title":{"rendered":"AAMI taps AFL\u2019s unpredictability with \u2018Luck of the Bounce\u2019"},"content":{"rendered":"<p>\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"#\" onclick=\"window.open('https:\/\/www.linkedin.com\/shareArticle?mini=true&amp;url=https%3A%2F%2Fwww.mediaweek.com.au%2Faami-taps-afls-unpredictability-with-luck-of-the-bounce-via-leo-australia%2F&amp;title=AAMI+taps+AFL%E2%80%99s+unpredictability+with+%E2%80%98Luck+of+the+Bounce%E2%80%99+via+Leo+Australia', 'linkedInShare', 'width=626,height=436'); return false;\" title=\"Share on LinkedIn\"><\/p>\n<p>Share<\/p>\n<p><\/a><\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"#\" onclick=\"window.open('http:\/\/twitter.com\/share?text=AAMI taps AFL\u2019s unpredictability with \u2018Luck of the Bounce\u2019 via Leo Australia -&amp;url=https:\/\/www.mediaweek.com.au\/aami-taps-afls-unpredictability-with-luck-of-the-bounce-via-leo-australia\/', 'twitterShare', 'width=626,height=436'); return false;\" title=\"Tweet This Post\"><\/p>\n<p>Tweet<\/p>\n<p><\/a><\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"#\" onclick=\"window.open('http:\/\/www.facebook.com\/sharer.php?u=https:\/\/www.mediaweek.com.au\/aami-taps-afls-unpredictability-with-luck-of-the-bounce-via-leo-australia\/&amp;t=AAMI taps AFL\u2019s unpredictability with \u2018Luck of the Bounce\u2019 via Leo Australia', 'facebookShare', 'width=626,height=436'); return false;\" title=\"Share on Facebook\"><\/p>\n<p>Share<\/p>\n<p><\/a><\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/www.mediaweek.com.au\/cdn-cgi\/l\/email-protection#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\" rel=\"nofollow noopener\" target=\"_blank\"><\/p>\n<p>Email<\/p>\n<p><\/a><\/p>\n<p><a href=\"https:\/\/www.mediaweek.com.au\/aami-reframes-luck-and-unpredictability-in-new-because-australia-campaign-via-leo-australia\/\" rel=\"nofollow noopener\" target=\"_blank\">AAMI<\/a> is leaning into the unpredictable nature of AFL with the launch of its new sponsorship platform, \u2018Luck of the Bounce\u2019, created by Leo Australia.<\/p>\n<p>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.<\/p>\n<p>Built on footy\u2019s unpredictability<\/p>\n<p>At the heart of the campaign is the Sherrin football, widely known for its unpredictable bounce once it hits the turf.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-266182\" src=\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/03\/photobook-3.png\" alt=\"\" width=\"1600\" height=\"862\"  \/><\/p>\n<p>The creative platform taps into the emotional swings fans experience each season, aligning with AAMI\u2019s broader brand platform \u2018Because Australia\u2019 and its idea that there\u2019s only so much luck to go around.<\/p>\n<p>Mim Haysom, EGM Brand and Customer Experience at Suncorp, said the platform reflects the realities of the game and the brand\u2019s role within it.<\/p>\n<p>\u201cFooty 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.\u201d<\/p>\n<p>Creative rooted in fan truth<\/p>\n<p>Michelle Walsh, Creative Director at Leo Australia, said the idea draws on a truth every AFL fan understands.<\/p>\n<p>\u201cEven 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.\u201d<\/p>\n<p>Integrated national rollout<\/p>\n<p>The campaign forms part of <a href=\"https:\/\/www.mediaweek.com.au\/aami-wants-to-find-australias-safest-driver-with-a-new-driving-test-that-gamifys-road-behaviour\/\" rel=\"nofollow noopener\" target=\"_blank\">AAMI\u2019s<\/a> broader AFL and AFLW sponsorship and will run throughout the season, targeting footy audiences across Australia, from casual viewers to die-hard fans.<\/p>\n<\/p>\n<p>Media for the campaign is handled by OMD Australia and Open Era, supporting a fully integrated national rollout.<\/p>\n<p>The work positions AAMI to strengthen its connection with AFL audiences by leaning into one of the game\u2019s most recognisable truths, that sometimes, no matter how well you play, it all comes down to luck.<\/p>\n<p><a href=\"https:\/\/www.mediaweek.com.au\/aami-captures-quirks-and-chaos-of-australian-christmas-via-ogilvy\/\" rel=\"nofollow noopener\" target=\"_blank\">Top Image: AAMI<\/a><\/p>\n<p><a href=\"https:\/\/www.mediaweek.com.au\/subscribe-morning-report\/\" rel=\"nofollow noopener\" target=\"_blank\">Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report \u2013 delivered for free every morning to your inbox.<\/a><\/p>\n<p>\t\t\t\t\t\t\t\t\t<script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"Share Tweet Share Email AAMI is leaning into the unpredictable nature of AFL with the launch of its&hellip;\n","protected":false},"author":2,"featured_media":560759,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[560],"tags":[18167,638,64,63,55,639,223057,85],"class_list":["post-560758","post","type-post","status-publish","format-standard","has-post-thumbnail","category-afl","tag-aami","tag-afl","tag-au","tag-australia","tag-australian-football-league","tag-australianfootballleague","tag-leo-australia","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/560758","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=560758"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/560758\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/560759"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=560758"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=560758"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=560758"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}