Short List
Product / ServiceAAMI INSURANCE
CategoryD01. Curation of Data


Name Company Position
David Ponce de Leon Ogilvy Melbourne Executive Creative Director
Karsten Jurkschat Ogilvy Melbourne Senior Art Director
Alex Little Ogilvy Melbourne Senior Copywriter
David Fox Ogilvy Australia CEO
Gavin MacMillan Ogilvy Melbourne Head of Strategy/Managing Partner
Michael McEwan Ogilvy Melbourne Managing Partner
Belinda Danks-Woodley Ogilvy Melbourne Group Account Director
Sarah Bailey Ogilvy Melbourne Group Account Director
Belinda Bassingthwaite Ogilvy Melbourne Account Director
Jessica McColl Oilvy Melbourne Account Manager
Jason Davey Ogilvy Australia National Head of Digital
Alistair Bruyns Ogilvy Melbourne Head of Digital
Josh Bondy Ogilvy Melbourne Technical Director
Tim Chapman Ogilvy Australia Technical Director
Alex McNeilly Ogilvy Melbourne Senior Digital Project Manager
Gina Hughes Ogilvy Australia UX Director
Mark Tompkins Ogilvy Melbourne Digital Art Director
Rani Shabtai Ogilvy Melbourne Senior Digital Designer/UX Designer
Jesse Steinfort Ogilvy Melbourne Senior Designer
Kate Aurel-Smith Oily PR Associate Director
Bronte Tarn-Weir Ogilvy PR Senior Account Director
Sonia Heng Ogilvy PR Account Manager
April Gore Ogilvy PR Account Executive
Lauren Shepherd Suncorp Project Lead
Alok Pandit Suncorp Project Manager
Andrew Muir Suncorp Digital Self Service Specialist
Albert Kalaja, Kiran Abraham, Ngoc Nguyen, Michael La Suncorp Technical Team
Kristi Woolrych Suncorp EGM Brand and Marketing
Tim Hernadi Suncorp Head of Brand and Marketing
Michelle Martinis, Jo-Anne Tierney, Claire Whish-Wilson, Catherine Bloxsom, Ange AAMI Marketing Team

The Campaign

AAMI SmartPlates, a real-time drive tracker and coach that sits at the centre of a new digital learning eco-system: connecting young drivers, parents, instructors and road authorities for the first time. At the core, is the AAMI SmartPlates mobile app, which tracks every detail of every drive, so Learners can focus on the road while their practice hours, routes, road type, weather and traffic density, are monitored and recorded in real-time. Captured data gets crunched into skills sets so Learners, parents and instructors can gain a complete picture of their progress, what they’re mastering and what needs improvement via a customized learning plan. AAMI SmartPlates Coach knows why, when and where they need practice and how to motivate them, reducing the risk of accidents caused by overconfidence and inexperience; using driving, map and road data in such an innovative way that could actually help reduce the Australian road toll.

Creative Execution

AAMI, Australia’s leading insurance company knew young drivers were the most at-risk. But when we started researching why, we discovered that the way they learn to drive hasn’t changed in 50 years. Learner drivers (or L-Platers) are required to record their on-road driving hours using a government mandated manual logbook, each time they go for a supervised practice drive. An old-school system which is stressful, inaccurate and doesn’t add any value. AAMI Smartplates provides an innovative solution, removing the need for the paper-based analog logbook, instead focusing on road awareness and instilling good driving habits while collating driving data. This data can be submitted directly to a local traffic authority for license review and can be used to predict driving trends among various age groups. It uses the built-in GPS in a smartphone to provide a detailed, real time Apple or Google map of a learner driver’s journey. This data is then shared with external API’s to gather a more detailed understanding. Using the HERE Road API, we are able to track road traffic density. Using Weather Underground API, we’re able to track the road conditions during a session. Using a custom OpenStreetMap (OSM) API, we are able to discern the exact road type being driven at any given moment. Using mPDF functionality, AAMI SmartPlates creates and export a PDF version of the logbook, ready for Road Transport Authorities to review. All data is presented to the learner through a rich user Interface, enabling instantaneous review of their data in an aesthetically pleasing manner, helping them identify opportunities for improvement. Other built-in features of the phone were used to silence incoming calls and send an automated notification to the caller while a driving lesson is underway, reinforcing good driving habits of not answering calls or using their phone when driving.


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