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.”
Credits
- 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