Rhonda and Ketut’s flirty discourse in this advertisement for AAMI’s Safe Driver Rewards sparked a storm across social media, including the now infamous Facebook site which was originally known as “The Sexual Tension Between Rhonda and Katut”. AAMI’s Executive Marketing Manager, Richard Riboni, told mUmBRELLA last year that “seeing people wearing Rhonda t-shirts in Bali was exciting, but 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”. (Unfortunately since then the Facebook page has deviated from focusing on the developing relationship between Rhonda and Ketut to posting some rather offensive material, so I won’t be posting any direct links to the page.) In it’s initial stages, the “Sexual Tension” Facebook page garnered over 65,000 likes in less than 24 hours and reportedly reached a peak of 117,000 likes according to Senior Art Director, James Barkley, who worked on the AAMI project for Ogilvy.
The Original Facebook Page from James Barkley
Over the past few years, AAMI have utilised their character Rhonda and social technologies in a number of different and unique ways to continue building their brand on social media. One of their most interesting campaigns was to help attract likes for AAMI’s newly launched Facebook page by offering Facebook fans the possibility of starring in a remix of the initial Rhonda Safe Drivers Reward “Applause” ad. The premise was simple; all you had to do was like the AAMI Facebook page during the promotional period and allow your current profile picture to be downloaded for possible use in the 30 second commercial. The profile pictures selected were then used to replace the characters in the existing campaign before being broadcasted nationally for one night only on Channel 10. This strategy enabled AAMI to engage a number of the McKinsey social technology value levers during the campaign, including developing the TV commercial in conjunction with AAMI’s Facebook followers by using their profile pictures in the final ad, making use of Facebook’s well-established “Like” system and the incentive of possibly appearing in a TV commercial to attract both existing and potential customers to their Facebook page and collect insights on their customers by tracking the buzz generated by those participating and interacting with the campaign in addition to the eventual success of the strategy across Facebook. The campaign was a big hit for the company according to Ogilvy, the advertising agency responsible, with AAMI obtaining 3,100 new Facebook fans in the first 2 weeks, 4,010 user stories about AAMI displaying on people’s news feeds, over 141,000 people seeing AAMI content via friends sharing on Facebook and achieving a total reach of 2,485,868 Facebook users.
Screenshot from Ogilvy’s Video about the Facebook Campaign
While AAMI continues to use to their Facebook, Twitter, Google+ and YouTube accounts to create social buzz about their brand and current promotions, they also leverage Facebook and Twitter as platforms for providing social support services to their customers during the hours of 8am to 11pm, 7 days a week all year round. AAMI has a dedicated social team who respond to users when they post their questions and concerns via the company’s Facebook Wall, Twitter feed or use the Live Chat app attached to AAMI’s Facebook page. This allows AAMI to offer additional channels for their customers to contact the company by and also enables AAMI to monitor and respond quickly to any negative feedback which may be posted to social media by unsatisfied people.
Ketut from the new AAMI TV Commercial
Ketut, I’m sorry to say, may be one of those unsatisfied people if the latest in the series of Rhonda ads are anything to judge by. After a deliberately long absence from our television screens, Rhonda is back and attending her High School Reunion, although, she ends up in the arms of Trent Toogood after Ketut appears to inadvertently miss the party. The new TV spot has racked up 112,000 views on YouTube since it was posted a week ago and the teaser photo posted to Facebook (which users could share for the chance to win movie tickets) reached nearly 1,000 shares. AAMI has backed up the new television commercial with the website Who’s Right for Rhonda, which allows people to vote for Trent or Ketut (vote for #TeamKetut!), view profiles of the characters in the new commercial, see related photos and videos from AAMI and also tracks social media comments by users on Facebook, Twitter and Instagram including posts using hashtags such as #hotlikeasunrise, #isketutkaput, #TeamTrent and #TeamKetut. The current commercial certainly suggests that there is more on the horizon for Rhonda and Ketut. Hopefully, the school reunion is just a small bump in the road of their “Hot Like a Sunrise” relationship!
From one safe driver to another, eyes on the road! ^_~
Have you seen any other clever uses of social technologies by AAMI or another company? Are you #TeamTrent or #TeamKetut? Leave your thoughts in the comments below!