AAMI's Rhonda and Ketut: A love story

Eugene Catanzariti

This case study describes how AAMI, the Australian insurer, promoted its car insurance product over several years using emotion and storytelling in its strategy.

AAMI's Rhonda and Ketut: A love story

Campaign details

Agency: Ogilvy AustraliaAdvertiser: AAMIAuthor: Eugene CatanzaritiTotal campaign expenditure: (over 3 year period) $40 million and over

Executive summary

This is a story about love spanning the years 2011 to 2013. It's proof that even in an undifferentiated category where consumers see all brands as the same and in a resented category like car insurance; characterised by lethargy and disinterest – it's possible to create a campaign the entire nation falls in love with and amplifies for us. Better still, it's proof that over time...

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