The Human Touch

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MT MAUNGANUI, Thursday: “Don’t get stuck on chatbots and automation, say hello to a real human and personalised service” – that’s the theme of a new brand campaign by Wave Comms (based in Bay of Plenty) and leading insurance broker Aon.

Launching today with a nationwide OHH, digital and TV ad rollout, Aon’s Proudly Local. Proudly Human campaign shows how Aon is ‘reinventing insurance’ by using an actual human being.

Designed and executed by Wave, the campaign focuses on what sets Aon apart; real conversations and personalised service – putting empathy, intuition, and human-led customer service at the centre of insurance.

Wave CD Craig Parker said: “The team started with competitor analysis to look at how other insurance brands communicate with customers and what makes Aon different.

“We saw the opportunity for Aon to talk about its approachable service, delivered by real humans – not bots, automated sales funnels or waiting in long call centre queues to speak to someone far away.”

“Aon’s investment in customer service throughout the regions called for a creative strategy to match.

“Aon don’t dress up their services with AI, animation and impersonal chatbots – instead, they have real people supporting Kiwis with their insurance needs, locally.

“Aon zags when everyone else zigs.”

“Through this insight, we designed a campaign that tells the story of how Aon zags when everyone else zigs.

“When you compare face-to-face service to today’s tech-driven customer service world, it’s actually revolutionary. People are increasingly seeking real connection and assurance – and Aon delivers on that.”

Proudly Local. Proudly Human features a 45-second tvc with a human against the visual backdrop of a labyrinth of data and artificial intelligence. Directed by Fraser Chapman at Flying Fish, the tvc aims to stir emotion and intrigue while conveying the underlying message – Aon’s service is proudly human.

Wave also photographed 35 Aon insurance brokers throughout the regions – their faces that will feature on busbacks, bus shelters, billboards and across Aon’s digital platforms.

Aon marketing & comms manager Monique McGrath said: “There is no ‘one size fits all’ approach to insurance, and the company is committed to growing its branch office network, when many others are leaving, to continue to meet the specific needs of individuals and offer tailored solutions.

“Wave helped us stay true to what we believe in – our customers being able to talk, face-to-face, or over the phone with one of our brokers around the country.

“Our team are real humans, who live locally, and now we are able to celebrate that even more through this creative campaign.”

Proudly Local. Proudly Human launches today on TV One, Three, TVNZ OnDemand, OOH and Aon’s digital channels.


Advertiser: Aon NZ
Client: Monique McGrath
Creative Director: Craig Parker
Senior Copywriter: Lucy Morgan
Agency Producer: Jenna Mills
Creative: Mike Plunkett, Lisa Campbell
Mac Op: Sam Weaver
Art Director: Tom Knighton
Account Manager: Sofia Wood
Account Director: Glenn Dougal
Photographer: Cam Neate, Neate Studios
Director: Fraser Chapman, Flying Fish
Media: Stefani Grgiceve-Lassey (Flame)
Digital Media: Jess Blake & Ryan Belz (Wave)

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