AAMI SMARTPLATES

Bronze Spike

Case Film

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TitleAAMI SMARTPLATES
ClientSUNCORP
Product / ServiceAAMI INSURANCE
CategoryA08. Corporate Social Responsibility
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

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 promotional campaign including activations, 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

• +16 million people reached by coverage of AAMI SmartPlates launch. • 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. • 100% of Coverage included brand mention of AAMI. • 5193 unique downloads, 100% South Australian target achieved in first month. • 17,565 unique national downloads to date (July 2017) • More than 2.5 million km’s logged, tracked and recorded. • 120,000 website visits in the first month.  • 1.5 million online impressions for launch video. • Change in behaviour: 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 experience.

Explain why the method of promotion was most relevant to the product or service

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. AAMI 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 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 was primarily 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 secondary audience was their parents. In Australia, Learner Drivers are required to undertake 120 hours of supervised driving. Most of this time is spent with a parent, an ideal opportunity to introduce AAMI. The approach was to infiltrate driving time with utility. Research uncovered the biggest tension is the requirement to submit the archaic logbook of driving hours to get your learner’s license. We officially launched AAMI SmartPlates on Henley High School, Adelaide on 28 February 2017, in a promotional event attended by the South Australian Minister of Transport, celebrities, students, parents and driving instructors.

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
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