Rhonda and Ketut return with baby in AAMI campaign encouraging vaccinations

AAMI is getting behind Australia’s vaccination drive, encouraging Australians to ‘vax up’ in a new campaign via Ogilvy Melbourne.

‘Vax Up Australia’ uses faces of previous AAMI campaigns including Keith, the AAMI Queens of Broken Hill, as well as the famous Rhonda and Ketut who now have a baby.

With the overall theme of ‘together we are stronger’ each character shows their vaxxed arms to encourage Australians to do the same.

Suncorp Group CMO/EGM brand and marketing, Mim Haysom, said: “We have seen the significant impact COVID-19 continues to have on our country, our people and our communities. Therefore, we strongly support the need for a rapid, efficient, safe, and effective vaccination strategy for Australia. It’s also why we’ve launched our own call to arms campaign encouraging Australians to take action, as getting vaccinated is our ticket to a more ‘normal’ existence and getting back to doing what we love.”

In addition, AAMI will continue to offer free Roadside Assist for first responders, hospital staff and COVID-19 healthcare workers until the end of the year.

The ‘Vax-Up Australia’ campaign began running on 18 September.

“As an insurer, we’re in the business of recovery. Now, more than ever, it’s important that we all come together to help Australians get back on the road to recovery,” Haysom said.

AAMI brand and marketing manager, Toby Gill, said: “As a brand, we wanted to deliver this important message in a positive, uplifting way. An optimistic call to arms to convey the hope of the future that being vaccinated brings. And that’s why we leaned into our beloved and most famous characters to herald the call.”

In October 2011, Ogilvy launched the AAMI Safe Driver Rewards Program campaign which introduced characters, Rhonda and Ketut.


Creative Agency: Ogilvy Australia

Production Company: The Producers

Director: Mitch Kennedy

Post-production: Manimal

Post Editors: Emily Robb & Brett Ryan

Sound house: Bang Bang Studios

Media agency: OMD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.