Details
- Agency : Oglivy & Mather Melbourne
- Place : Australia
Aami SmartPlates
By Aami
Details
Advertiser
Objective / insight
- 45% of young Australian deaths are due to road traffic accidents.
- In Australia, learner drivers (or L-Platers) are required to record their on-road driving hours (120 hours) using a government mandated manual logbook, each time they go for a supervised practice drive. However this is an old-school system which is stressful, inaccurate and doesn’t add any value
- AAMI thought it was time to update how we teach our kids to drive
Implemented strategy
- AAMI SmartPlates completely reinvents the way young Australians learn to drive
- AAMI transforms their smartphone into a real-time digital driving tracker and coach.
- It connects with parents, kids, communities and government authorities by helping keep the next generation of Australian drivers safe
- The mobile app tracks every detail of every drive, now learners can focus on the road
Technology implemented
- It Uses captured data to give young drivers a more accurate report of their driving experience
- Captured data gets crunched into skills sets so Learners, parents and instructors can gain a complete picture of their progress,
- In addition to digital and mobile platform, the launch of AAMI SmartPlates is supported by an integrated media campaign including EDM’s, digital media, YouTube, cinema, social, outdoor and collateral
Result
- +16 million people reached
- Featured in over 100 pieces of national media
- 88% positive sentiment towards AAMI Brand
- Earned PR/Advertising value over 2million AU$
- 5193 unique downloads,
- 100% South Australian target achieved in first month.
- 120,000 website visits in the first month.
- 1.5 million online impressions for launch video
