The planning and creative process leading to the continuing adventures of the characters Rhonda and Ketut for insurance company AAMI will be revealed at Mumbrella360 in June.
The ad campaign, featuring an Australian woman holidaying in Bali on the savings made from being a safe driver who developed a flirtation with local waiter Ketut, became a cult favourite, with a huge audience on social media including fan-created Facebook pages and spin-off T-shirts being sold in Bali.
The session will reveal the story behind how the work was developed, getting the idea across the line, the decision to cast Mandy McElhinney as Rhonda and Kadek Mahardika as Ketut, the campaign roll-out, and what comes next -with a focus on the results the fictional couple’s love story have delivered for the brand so far.
The session will be presented by Richard Riboni, executive marketing manager of AAMI and Bingle, Michael McEwan, GM of Badjar Ogilvy and Lenna Boland, copywriter at Badjar Ogilvy.
ADVERTISEMENT
AAMI was named Mumbrella and Encore Advertiser of the Year for 2012.
Case studies of successful marketing initiatives – jointly presented by the marketers and their agency partners – are to be a key feature of this year’s Mumbrella360. Yesterday Mumbrella announced that Virgin Australia would be sharing the story of its rebrand.