Rhonda and Ketut: A Love Story
Marketing agency Ogilvy played out the award-winning Rhonda-Ketut love story advertisements from 2011 to 2014 to create awareness of AAMI’s safe driver’s reward scheme (AMI 2013 Awards for Marketing Excellence, n.d.; Burrowes 2012; Rhonda & Ketut n.d.).
a) Did the campaign affect consumer behaviour in a sustainable, ongoing way?
The campaign stimulated consumer engagement, in terms of YouTube views comparative to rival brands, and an advertising awareness of 72per cent, compared with a norm of 33 per cent. It also resulted in spontaneous consideration of the AAMI brand of 56 per cent (The Rhonda and Ketut narrative: campaign post-analysis 2014). Ogilvy itself reported an “increase of more than 20 per cent year on year in new business opportunities” (Rhonda & Ketut n.d.). The campaign created sustainable and ongoing brand awareness in a mature market which featured many competitors (Rhonda & Ketut n.d.).
b) Name the key elements that make the campaign award winning.
The campaign utilised all forms of the marketing communications promotions mix: advertising, sales promotions, personal selling, public relations and online marketing (Clow & Baack 2012, p.6-7; Rhonda & Ketut n.d.). The humorous, long-play storyline between safe driver Rhonda and her holiday romance with Ketut was well-received by many (although not all) Australians who responded to an accompanying social media campaign on Facebook with more than 100,000 likes (Burrowes 2012). The humour created brand-awareness and memory retention in a market in which brand parity was a recognised threat (Rhonda & Ketut n.d.).
AMI 2013 Awards for Marketing Excellence n.d., viewed 15 August 2016, http://www.ami.org.au/imis15/librarymanager/2013_AWARDS_PDF.pdf
Burrowes, T 2012, ‘Thanks to Rhonda, AAMI is Mumbrella’s Advertiser of the Year,’ Mumbrella, December 5, viewed 15 August 2016, https://mumbrella.com.au/thanks-to-rhonda-aami-is-mumbrellas-advertiser-of-the-year-128979.
Clow, K & Baack, D 2012, ‘Integrated marketing communications,’ in Integrated Marketing Communications, 3rd edn, Pearson, Frenchs Forest, Sydney, NSW, pp. 2-21
Hicks, R 2012, ‘AAMI marketing chief Richard Riboni: social media – the secret to Rhonda campaign’s success this year’, Mumbrella, 16 November, viewed 15 August 2016, https://mumbrella.com.au/aami-marketing-chief-richard-riboni-social-media-is-the-secret-to-rhondas-success-126059.
Rhonda & Ketut n.d., viewed 15 August 2016, http://ogilvy.com.au/our-work/rhonda-ketut.
The Rhonda and Ketut narrative: campaign post-analysis 2014, Marketing, 8 April, viewed 15 August 2016, https://www.marketingmag.com.au/hubs-c/the-rhonda-and-ketut-narrative-campaign-post-analysis/.