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

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 officially launched in Queensland in early May 2017, with Tasmania following shortly after.

Results

• +16 million people reached. • Featured in over 100 pieces of national media. • 88% positive sentiment towards AAMI Brand. • AAMI spokesperson featured in 73% of all earned media coverage. • Earned PR/Advertising value over $2million AUD • 5193 unique downloads, 100% South Australian target achieved in first month. • 17,565 unique national downloads to date (July 2017) • 120,000 website visits in the first month.  • 1.5 million online impressions for launch video. • Change in behavior: The launch of AAMI SmartPlates has been welcomed as a long overdue update to road safety and a catalyst for Australian Road and Traffic authorities to modernise. Since launch in March 2017, it has been officially endorsed by the South Australia, Queensland and Tasmanian governments, adopting our digital platform as their primary Learner Driver platform and allowing young drivers to submit their AAMI SmartPlates logged hours as proof of driving

AAMI SmartPlates connects directly with parents, kids, communities and government authorities by completely reinventing the way young Australians learn to drive. It transforms the old-school ‘Learner’s Logbook’ into a real-time digital driving tracker and coach, helping keep the next generation of Australian drivers safe and solving one of the biggest tensions. It’s a real solution, to a real problem that will make a real difference to road safety in Australia. Through SmartPlates, AAMI is set to become an insurance company that not only covers accidents, but also helps the next generation avoid them entirely.

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.