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AAMI and Ogilvy Melbourne Launch ‘Rhonda’

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New campaign with a Shirley Valentine twist

AAMI and Ogilvy Melbourne Launch ‘Rhonda’


Saturday’s AFL Grand Final was the launching pad for the release of AAMI’s latest campaign featuring the unlikely ‘hero’, Rhonda, who has become something of a cult character in Australia. Developed by Ogilvy Melbourne, the TVC quickly became the talk of twitter throughout Grand Final broadcast with ‘rhonda’ and ‘ketut’ trending in Melbourne.

The latest TVC further leverages the apparent chemistry between Rhonda and her holiday love interest Ketut, by showing Rhonda, recently returned from her Bali getaway, recounting her romantic liaison to her overly engrossed friend. The campaign moves away from the previous safe driver message to promote the AAMI Claim Assist App; a tool developed to take some of the stress out of having an accident by providing the user with the ability to capture exactly what happened at the scene of an accident.
Creative Group Head of Ogilvy Nicholas Desira said: “We have been thrilled with the results Rhonda’s campaign has delivered for AAMI. The opportunity to further extend the life of Rhonda is great and we look forward to the latest instalment achieving the success of previous ads.
“We have had a lot of fun developing the latest campaign and hopefully we’ve given the Aussie public what they want. It’s not often you get to launch a new commercial with the opportunity to be in the presence of a large group to instantly gauge the reaction to the new spot.”
The campaign will appear across multiple channels including TV, Press, Outdoor, various digital media including a number of promotions and extensions activated through the AAMI Facebook page.
Ogilvy Melbourne is part of STW Group, Australia’s leading marketing content and communications services group
AAMI TVC Credits:
Creative Group Head: Nicholas Desira
Copywriter: Lenna Boland
Art Director: Nicholas Desira
Agency Producer: Lauren Free
Production Company: Guilty
Director: Tony Rogers
Producer: Jason Byrne
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Ogilvy Asia Pacific, Tue, 02 Oct 2012 10:31:15 GMT