AAMI invites Facebookers to star in its TV ad

In what is being billed as a first for Australian TV, people who ‘like’ the Facebook page of insurance company AAMI have the chance to appear in a TV ad.

Viewers will feature alongside Rhonda, who was hailed a heroine for not claiming car insurance in the Tim Bullock-directed spot launched last month. Their profile picture will be exported into the TV spot, appearing in place of the existing characters in the ad.

The TV ad will feature the Facebook profile pictures of 80 viewers, and will air on 23 November during NCIS LA on Ten, and will be broadcast in Brisbane, Sydney, Melbourne, Adelaide, Perth and Tasmania, as well as regional NSW and Victoria. The idea will also be supported by the Hamish and Andy website,, of which AAMI is the sponsor.

Sibling agencies Badjar Ogilvy and DTDigital worked on the campaign.

Ogilvy Melbourne’s creative group head, Nicholas Desira, said: “To get audiences to interact with the AAMI brand we developed a first for Australian television. The idea allows people to interact with the brand via social media, and in doing so, appear in the AAMI commercial starring alongside Rhonda – all by simply clicking the ‘like’ button on Facebook.”

Ogilvy creative technologist Tim Devine, added: “We’ve created an experience that will one day be common place; a simple engagement that seams together multiple channels.  TV is still a real-world experience, as opposed to YouTube, and people still get a kick out of being broadcast around the country.”


AAMI Executive Manager Marketing:  Richard Riboni
Ogilvy Melbourne:  Creative Group Head: Nicholas Desira
Copywriter: Lenna Boland
Art Director: James Barkley
Creative technologist: Tim Divine


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