Mumbrella360 Recap: Why Australia fell in love with Rhonda and Ketut (and how Rhonda was nearly Ron)

In this week’s Mumbrella360 video recap, m360Richard Riboni, executive marketing manager AAMI and Bingle, Lenna Boldan, senior copywriter at Ogilvy and Michael McEwan, general manager BADJAR Ogilvy Melbourne discuss the continuing adventures of the characters Rhonda and Ketut for insurance company AAMI.


The secret behind the success of the campaign, how important the casting was, how the campaign originally began with a lead character named Ron and the casting of Rhonda’s sidekicks.


The panel discuss what drove the campaign, how social media played a role in taking the campaign to another level and how it became an essential ingredient in the success of the campaign, what happens next for the campaign, when the people who worked on it realised it had become a cultural phenomenon, what the campaign has done for AAMI’s bottom line, how to stop Rhonda from ‘jumping the shark’.


The panel talk about the PR generated from the campaign, how the campaign worked internally with AAMI staff, how AAMI will avoid Rhonda fatigue and the other face of the AAMI brand – the AAMI girl.

This video presentation comes from the recent Mumbrella360 conference. Keep an eye out for more in the coming weeks.


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