Rhonda and Ketut are finally kaput as AAMI moves to end three year campaign

AAMI appears to be farewelling its popular characters Rhonda and Ketut after three years, with Switch Digital launching an eBay campaign auctioning off Rhonda’s “brake foot bling”, to allow fans of the characters the chance to say goodbye.

The campaign has been hugely popular with dozens of fan pages appearing on social networks, and even spawning unofficial t-shirts in Bali using Ketut’s catchphrases. Fans will have the chance to purchase Rhonda’s “brake foot bling” shoe and bracelet with the money made from the online auction going to charity Beyond Blue.

AAMI first introduced Rhonda in October 2011 in a campaign from Ogilvy Melbourne with Ketut introduced as a love interest later in the campaign when she visited Bali. AAMI followed up the Bali romance with a love-triangle between Rhonda, Ketut and Trent Toogood with the public invited to chose who was right for Rhonda. Of course, Rhonda chose Ketut in a commercial launched in January.

Comedy duo Hamish and Andy have produced a video promoting the auction of the heels, which sees Hamish using their “magical” powers for free food and parking.

AAMI marketing manager Richard Riboni said: “We have been proud to work with Rhonda and Ketut over the last 3 years. A great deal of care was taken to deliver a communications message that was entertaining, relevant and showed respect for our audiences across all media. Hamish & Andy were also a big help in developing loveable advertising characters with identities outside standard advertising formats over this period.”

AAMI is the comedy duo’s digital partner and have used them in the campaign previously, most notably when the pair took their #TeamKetut pride too far, attacking a local Trent Toogood look-alike.

The auction launched today and will run for the next ten days.

Switch Digital managing partner Josh Richards said: “We have worked with AAMI and Hamish & Andy for the past three years and have used social media to create rich stories with fans around Rhonda and Ketut that reflect the values of AAMI. We are excited to partner with eBay to support Beyond Blue and give one of the devoted fans out there the opportunity to own a piece of Australia’s favourite love story.”

Richard Riboni, executive marketing manager AAMI and Bingle, Lenna Boldan, senior copywriter at Ogilvy and Michael McEwan, general manager BADJAR Ogilvy Melbourne discussed the campaign at last year’s Mumbrella 360.

You can see how the ads have played out over the past three years below.

AAMI safe driver rewards:

Rhonda goes to Bali: Part 1

Rhonda goes to Bali: Part 2

AAMI claim assist app

The school reunion

The school reunion: Part 2


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