Thanks to Rhonda, AAMI is Mumbrella’s Advertiser of the Year

mumbrella annual 2012Mumbrella has named AAMI as its Advertiser of the Year thanks to the runaway success of brand heroine Rhonda’s adventures in Bali.

The accolade comes in The Annual, published jointly by Mumbrella and Encore. Last year’s Advertiser of the Year was Coca Cola for its Share A Coke campaign.

The printed edition of The Annual, which arrives on subscribers’ desks this week, marks the final printed edition of Encore. The title increases frequency to weekly and goes tablet-only in the new year. The free iPad edition of The Annual is now live on the App Store. An Android version is also available for 99c on the Google Play store.

The AAMI campaign created by Ogilvy Melbourne struck a chord with the public as a holiday romance developed between Rhonda – played by Mandy McElhinney and waiter Ketut. Facebook pages celebrating the sexual tension between the pair soon amassed more than 100,000 likes.

According to AAMI’s executive marketing manager Richard Riboni: “Watching that Facebook page take off was the point where we realised the campaign was bigger than we originally thought – that it had entered the Australian psyche.”

facebook rhonda ketut

As well as the advertiser of the year, The Annual features a host of lists from the year in review. These include the year in TV, radio, magazines, newspapers, outdoor and branded entertainment.

The Annual also features a string of “significant seven” lists including:

  • The nicest people in the industry
  • TV hits and flops of the year
  • Film and TV directors
  • Best radio ads
  • Best radio stunts
  • The worst advertising turkeys of the year
  • The best viral videos
  • The best Dr Mumbo items of the year
  • The most complained about ads of the year.
To download the iPad edition click here; to download the Android edition click here.

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