27/10/2026
Eight years of Live a Little Freer earns AA Insurance the Grand Effie
AA Insurance has won the Grand Effie at the NZ Effie Awards, recognising eight years of its Live a Little Freer brand platform.
The insurer also received Gold for Sustained Success and Silver in Financial Services.
The Effies recognise marketing effectiveness, celebrating work that delivers real and sustained business impact. The Sustained Success award recognises effectiveness over many years, rather than a single campaign.
Minna Reinikkala, Head of Brand, Content and Sponsorships at AA Insurance, says the recognition is an opportunity to acknowledge everyone who has contributed to Live a Little Freer.
“What I love about Live a Little Freer is how naturally it fits who we are. We’re here to look after the insurance, so our customers can spend less time worrying about insurance-related fears or what-if’s, enabling them to live their lives.
Eight years on, we’re still finding fresh ways to bring that promise to life, while staying true to the idea at its heart. There’s real value in giving an idea time to grow, especially when it’s so closely connected to who we are and what matters to our customers. This recognition is something special for everyone who has helped bring that promise to life.”
The awards are shared with creative partner McCann, which has been integral to Live a Little Freer throughout its eight-year journey. The results behind the recognition reflect contributions from people across AA Insurance, beyond the Marketing team.
“This belongs to a lot of people, including our Brand team past and present, our partners at McCann, and colleagues across AA Insurance.
“It takes more than advertising to make a brand promise mean something. Thank you to everyone who has played a part over those eight years,” says Minna Reinikkala.
About AA Insurance
AA Insurance is a New Zealand-based joint venture between Vero Insurance New Zealand Limited and the New Zealand Automobile Association Limited ('NZAA'). Vero is owned by Suncorp Group Limited, a listed Australian company. NZAA is an incorporated society that is governed by a National Council and Board. Since 1994 we have provided home, contents and car insurance in New Zealand and in 2018 we introduced small business insurance.
We underwrite our own policies and sell direct to New Zealanders. Our New Zealand-based teams looks after 560,000+ customers with more than 1,100,000 policies. S&P Global Ratings has given us an Insurer Financial Strength Rating of AA- (Very Strong).
We are consistently recognised in industry awards and honours, including being voted the Reader’s Digest Most Trusted General Insurer for 16 years running (since 2011) and named Canstar's 2024-2025 Outstanding Value Car Insurance winner. We have also been recognised in the Kantar Customer Leadership Index (since 2019) and the Kantar Corporate Reputation Index (since 2015) currently ranked 3rd amongst 100 of New Zealand’s most successful companies.
Find out more at www.aainsurance.co.nz
For more information please contact:
AA Insurance Media Team