AAMI SMARTPLATES

TitleAAMI SMARTPLATES
ClientSUNCORP
Product / ServiceAAMI INSURANCE
CategoryE03. Innovative Use of Technology
EntrantOGILVY AUSTRALIA Melbourne, AUSTRALIA
Idea Creation OGILVY AUSTRALIA Melbourne, AUSTRALIA
PR OGILVY PUBLIC RELATIONS Melbourne, AUSTRALIA
Production OGILVY AUSTRALIA Melbourne, AUSTRALIA

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 data revealed a weakness in sales to young drivers. New to the world of insurance, they usually go with their parents’ choice. Our target audience was young drivers between 16 and 25 years old, due to their reliance on mobile technology and the likely adoptability of a utility program over its paper-based alternative. Our audience wasn’t only young drivers but their parents too. In Australia, Learner Drivers are required to undertake 120 hours of supervised driving before attaining their license. The bulk of this time is spent with a parent, an ideal opportunity to introduce AAMI. The approach was to infiltrate this time with utility. Research uncovered the biggest tension is the requirement to submit an archaic paper-based logbook of supervised driving sessions to get your learner’s license. We prompted them to ‘Drive like you’ve never driven before’ and ‘Download now and track every drive live’ with AAMI SmartPlates. The development process took 6 months with rigorous user testing (including a closed beta) and customised app adjustments to fall in line with each of the different Australian State Government requirements. We selected the last week of February 2017 as the ideal date to launch AAMI SmartPlates as Australian high school students returned to classes after their long summer break. In addition to our mobile platform, we supported the launch of AAMI SmartPlates with an integrated direct campaign including EDM’s, digital media, digital film, YouTube, cinema, outdoor and collateral. The learner drivers’ logbook is a legal requirement in Australia, so our scale is national. We launched in South Australia first, as the South Australian Government was the first to officially recognize AAMI SmartPlates as their primary digital platform for Learner Drivers. We will officially launch in Queensland in early May 2017, with Tasmania following shortly after.

Credits

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
Links
Website URL   |   Application URL   |   Application URL