AA Insurance has introduced a new home insurance campaign in New Zealand, developed in collaboration with DDB Aotearoa.
The campaign draws on a real-life event in which a seal entered a residential property, using this scenario to address common anxieties faced by homeowners regarding the security and safety of their homes.
The campaign’s central character, an animated seal pup named Celia, is depicted entering a New Zealand home and causing disruption.
This approach is intended to reflect the everyday uncertainties that policyholders may experience after leaving their property, such as concerns about whether appliances have been switched off or doors have been secured.
The inspiration for the campaign comes from a 2022 incident in Mount Maunganui, where a seal entered a family home through a cat door. By referencing this event, AA Insurance aims to connect with homeowners’ real-world experiences.
Veronica Copestake, creative director at DDB Aotearoa, commented on the campaign’s approach.
“Celia brings to life those little worries homeowners have in a way that’s fun and engaging,” she said, as reported by IBB Online.
Minna Reinikkala, senior brand, content and sponsorship manager at AA Insurance, explained the campaign’s purpose.
“This campaign is all about reassuring Kiwis that AA Insurance has them covered, so they are free to go about their daily lives,” she said.
The campaign was produced in partnership with Good Oil and Blockhead, who were responsible for the animation.
Adam Gunser, director at Good Oil, said: “We wanted to create a character that is as endearing as she is cheeky, and we hope New Zealander’s fall in love with Celia as much as we have.”
Launched on Sept. 15, the campaign includes television commercials in both 30- and 15-second formats, as well as outdoor, digital, and social media content. The campaign is the eighth in AA Insurance’s “Live a Little Freer” brand series.
Separately, AA Insurance has announced a temporary halt on accepting new home insurance applications in two Canterbury postcodes: Lincoln (7608) and Rolleston (7615). This decision is based on the company’s assessment of seismic risk in these areas.
The insurer stated that the pause is a result of internal risk analysis and historical claims data, identifying these postcodes as higher risk for earthquakes.
Dee Naidu, head of underwriting at AA Insurance, said: “Limiting new policies in high-risk areas is never something we do lightly. It’s a necessary step to honour our commitments to existing customers and uphold our role as a responsible and trusted insurer.”
Naidu also noted that the company regularly reviews its risk exposure and may resume accepting new business in these areas if the risk profile changes.
“We regularly review areas where underwriting holds are in place and, if our exposure reduces, we intend to reopen to new customers,” she said.
This measure is part of AA Insurance’s broader risk management strategy in response to seismic activity and its potential impact on property insurance in New Zealand.
The company’s actions reflect ongoing efforts to balance risk exposure with the need to provide coverage for homeowners in higher-risk regions.
