Short List
Product / ServiceAAMI INSURANCE
CategoryA02. Applied Innovation


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 personalised 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

Using a series of API integrations, coupled with a cross-mobile development platform, the AAMI SmartPlates app is able to use inbuilt mobile functions to automatically record and monitor driving data. Combining this with authenticated-user driving review, the app is able to produce a learner driver’s digital logbook of information. The following road condition data needs to be accurately logged: duration of drive, road conditions (levels of traffic congestion), weather conditions (dry, wet, fog), daytime and nighttime driving and road types. Before AAMI SmartPlates, this all needed to be handwritten in an analog log book. We undertook a rigorous global search to discover existing technologies that could track all road and driving data requirements requested by Australian law. 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 this logbook, ready for Road Transport Authorities to review. AAMI SmartPlates is freely available at the iTunes and Google Play stores.

Enhanced consumer experience. The user feedback has been overwhelmingly positive. AAMI SmartPlates is taking out all human error by providing accurate real-time data reporting, password protecting adult supervisor electronic signatures and making data impossible to forge. Data driven behaviour change. AAMI SmartPlates makes learner drivers safer because it uses driving data to notify them in real-time when is the right time to take advantage of certain conditions to fill training gaps. This pushed data encourages learners to stop what they're doing and take immediate driving action. Business impact. • +16 million people reached. • Featured in over 100 pieces of national media. • 88% positive sentiment towards AAMI Brand. • Earned PR/Advertising value over $2million AUD • 5193 unique downloads, 100% South Australian target achieved in first month. • Change in government behavior: Since launch in March 2017, SmartPlates has been officially endorsed by South Australia, Queensland and Tasmanian governments.

AAMI SmartPlates completely reinvents the way young Australians learn to drive by transforming the old-school ‘Learner’s Logbook’ into a real-time digital driving tracker and coach, using captured data to give learners a more accurate report of their driving experience. SmartPlates connects with parents, kids, communities and government authorities by helping keep the next generation of Australian drivers, safe. 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


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