The ongoing campaign, developed by Ogilvy Melbourne, will run across TV, digital, online, outdoor and radio, plus experiential activation and promotions until early next year.
The 60-second TVC is set at Rhonda’s High School reunion where a new love interest—her high school jock Trent Toogood—is introduced, leaving the audience wondering what will happen next in Rhonda and Ketut’s romance.
“Through the incredible reaction the campaign has had on social media, we knew fans were keen to see where the relationship would head, so we’ve brought the two back together along with a new romantic interest,” said Michael McEwan, Badjar Ogilvy’s general manager. “The central theme still remains that good drivers deserve attention, but leaves viewers questioning who Rhonda will choose.”
Richard Riboni, AAMI’s marketing executive manager, said social media had played a major part in the popularity of the campaign, which was first launched in October 2011, and is again expected to play a strong role in spreading the campaign’s message following the launch of the new TVC.
Chief creative officer Steve Back
Creative group head Nicholas Desira
Copywriter Lenna Boland
Art director Jesse McCormack
Group account director Matt Rose
Senior account manager Toby Gill
Strategy director Eugene Catanzariti
Executive manager (AAMI) marketing Richard Riboni
Director Tony Rogers
Producer Jason Byrne
Production company Guilty
Post production The Butchery