In 2010 AAMI launched Safe Driver Rewards 'What about me'. In a relatively short time car insurance had become a cluttered and competitive market with a number of new players in the market offering a variety of competitive, price driven offers.

How we Introduced Rhonda.
AAMI recognises good drivers, and in doing so offers them discounts on their insurance premiums. The idea was brought to life through a central character named Rhonda.

Launched in 2011 the results have been category breaking, AAMI experienced significant increases in new business opportunities throughout the campaign, not to mention Australia had fallen in love with the awkward but loveable safe driver, Rhonda.