AAMI launches Spotify location based driver safety campaign

Insurance company AAMI has launched a driver safety campaign using Spotify to warn motorists about upcoming traffic hazards.

The ‘Warning Spots’ campaign, created by Ogilvy Melbourne, was rolled out during the Labour Day weekend to provide alerts to drivers as they approached known black spots along Victoria’s Great Ocean Road.

Toby Gill, AAMI’s marketing manager, said: “Utilising data about recent Victorian road accidents, dangerous hotspots on some of Australia’s busiest roads were identified. By using sophisticated geo-targeting capabilities, AAMI was able to serve bespoke ads to Spotify listeners in precise locations, warning them of the specific dangers ahead.”

To avoid continually re-playing the ads to locals, the messages’ frequency was capped for the different ‘warning spot’ messages. AAMI is looking to also roll out the program in inner-city Melbourne.

“We were excited to work with AAMI on their initiative to make the roads a safer place. The campaign made great use of geo-targeted, audio creative that we hope will continue to resonate with drivers going forward,” said Matt Bryant, Spotify’s creative Strategist AUNZ.

David Ponce de Leon, ECD at Ogilvy Melbourne, added: “Road Safety is at the heart of everything AAMI stands for. And road trips, especially on a long weekend are a major part of what it means to be Australian. We were thrilled to be able to partner with the Spotify platform in such an innovative way that helped to keep Australians safe on our roads.”


  • Client: AAMI
    Executive Manager Marketing Insurance: Mark Behr
    Marketing Manager AAMI: Toby Gill
    Go To Market Lead: Olivia Rourke
  • Agency: Ogilvy Melbourne
    Executive Creative Director: David Ponce de Leon
    Creative Director: Lenna Boland
    Associate Creative Director: Tom Russell
    Senior Art Director: Axel Tagg
    Producer: Annie Thiele
    Group Account Director: Milly Scott
    Senior Account Director: Belinda Bassingthwaighte
    Account Manager: Alexandra Leahy
  • Media: OMD Sydney
    Business Director: Thad King
    Account Manager: Joe McCabe
  • Sound Design: Sam Hopgood, Bang Bang

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