Sophie Chen
Oct 3, 2012

‘Rhonda’ returns in AAMI’s latest campaign focusing on mobile app

MELBOURNE - Developed by Ogilvy Melbourne, AAMI’s latest campaign featuring the unlikely ‘heroine’ Rhonda debuted during last Saturday’s AFL Grand Final.

In this 46-second TVC, Rhonda's steamy recollections about a romantic liaison in Bali cause her friend to have a car accident.

The latest campaign aims to introduce 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.

The campaign will be supported by press, outdoor and various digital media including a number of promotions and extensions activated through the AAMI Facebook page.

Rhonda, a heroine for not claiming car insurance, was first introduced by AAMI in October last year through the ad, ‘Applause’, which was set in Australia. The second installment, ‘Rhonda in Bali’, was rolled out earlier this year, including part one and part two, in which she met her holiday love interest, Ketut.

The first two installments, also developed by Ogilvy Melbourne, focussed on AAMI’s Safe Driver Rewards product.


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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