The greatest love story ever told.
Motor insurance had become a much more cluttered market with a number of new arrivals offering a variety of highly competitive, price driven offers. Our challenge was to both evolve the AAMI Safe Driver Rewards Program in a way that still engaged to consumers whilst still incorporating a rational, price focused benefit. Our strategy was to recognise and celebrate safe drivers, and in doing so, offering them up to 15% discount on their insurance premiums.
Ronda and Ketut. Australia’s favourite couple.
Our idea was brought to life through a central character called Rhonda, who was being celebrated on a grand scale for her safe driving.
When Rhonda ventures to Bali, enjoying the spoils of the savings she made from being a Safe Driver Rewards customer, she found an exciting love interest in the form of Ketut.
We celebrated Rhonda and Ketut’s romance through various channels including: TV, Online, Social, Press, Outdoor, Digital, Activations, PR and Consumer promotions.
AAMI experienced an increase of over 20% YOY in new business opportunities, an astonishing increase in a mature market with relatively no growth. But just as important as these results, has been the popularity of the campaign amongst Australians, entering the Aussie vernacular with phrases like ‘You look hot, like a sunrise!’ and Rhonda and Ketut T-shirts and singlets for sale at nearly every market on Kuta Beach.
