Advertising

Topics: Insurance, Advertising, Audience, Audience theory, Investment / Pages: 7 (2329 words) / Published: Mar 10th, 2015
Decoding an Advertising Campaign
AAMI
In this following essay I will be discussing and analysing the advertisement campaign of Rhonda and Ketut created by AAMI car insurance. I will go over the strengths and weaknesses involved, the use of propaganda and further advertising and it’s benefits. 

In 2011 AAMI launched a campaign which would soon become one of
Australia’s most loveable story lines. AAMI decided to take a different approach when releasing this campaign, as it needed to be something Australians can be entertained by, relate to and can contribute and remember for 52 weeks of the year. The aim of the campaign was to stand out from all the other Australian insurance companies. Each insurance company are all competing for the same customers, however they all offer the same thing. Therefore consumers are left confused when deciding to stay or change brands. However, AAMI have recognised those customers who do not make insurance claims and have safer driving record and therefore have developed the Safe Driver Rewards. Which rewards safe drivers who do not claim on their insurance and gives them a
15% discount off their insurance as well as other benefits. In order to differentiate themselves AAMI created the Rhonda and Ketut campaign which follows the love story of Rhonda and Ketut and how Rhonda was able to afford a luxurious holiday thanks to how much she has saved while being with AAMI.
The campaign has continued for over 3 years resulting in a love story that all
Australians have followed and fallen in love with. The first phase of the campaign started in 2011 with Rhonda leaving work and being applauded for her safe driving. The idea of Rhonda was for her to be a loveable character that all Aussies could relate to. Therefore this socially awkward quirky character then became the face of AAMI safe driver rewards. We then next meet Rhonda in a beach at Bali getting massaged by a balinese women complimenting her beautiful break foot. AAMI’s first stage of

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