Personal lines brand AAMI is taking aim at IAG-owned competitor NRMA Insurance in an outdoor advertising campaign in NSW.

The AAMI ads, which appear on outdoor sites around Sydney suburbs, play on the Suncorp-owned insurer’s long-running “lucky” campaign, with the tag line “It’s unlucky if you’re with NRMA”.

AAMI Corporate Affairs Manager Yves Noldus told insuranceNEWS.com.au the insurer has lowered premiums in postcodes where the campaign is being run and is pointing out that it has more attractive pricing.

“Like with many products out there we try to emphasise that our product is a quality product that can be obtained at a lower price than the competitor. I think it’s stock standard campaigning in that regard within insurance, and within the promotion of any product.”

But an NRMA Insurance spokesman told insuranceNEWS.com.au that while the company is aware of the ads, it believes customers “who enjoy better value with us than with AAMI” will dispute the claim.

“We’re focused on our marketing activity and have the products and services to attract customers in a competitive insurance market,” she said.