AAMI offers digital logbook with Smart Plates phone app

Suncorp-owned insurer AAMI has targeted learner drivers with an app that turns their phones into a digital logbook and even blocks calls while they are on the road.

Smart Plates app will block incoming calls for learner drivers and log their hours.

The Smart Plates innovation, developed with Ogilvy in Melbourne, has already been approved by the South Australian Government as an official record of driving hours which can be submitted when learners go for their license.

The app includes a range of features such as an evolving database of tips which will help young drivers improve their skills.

At its heart, once activated, the app records who the supervisor with the learner is, maps the route taken, hours behind the wheel and weather conditions automatically.

It also blocks phones from making or receiving calls and the Android version even responds to incoming calls with a text message saying the phone’s owner is doing a driving lesson and cannot respond.

The “Road Block” feature is being marketed by AAMI as a major benefit of the app, with learner drivers banned from using mobiles while driving.

Suncorp chief customer experience officer Mark Reinke said the app reflected the brand’s belief that it could offer benefits beyond the products it sells.

“As it’s no secret that millennials use technology to manage almost every aspect of their lives, we thought it was time to rethink how we teach our kids to drive and bring the learner driver program into the digital world,” Reinke said.

The rollout of the app will be supported through cinema, digital, social and outdoor.


  • Ogilvy Melbourne
  • Creative Team
  • Executive Creative Director – David Ponce de Leon
  • Senior Art Director – Karsten Jurkschat
  • Senior Copywriter – Alex Little
  • Account Service team
  • CEO – David Fox
  • Head of Strategy – Gavin McMillan
  • Managing Partner – Michael McEwan
  • Group Account Director – Belinda Danks-Woodley, Sarah Bailey
  • Account Director – Belinda Bassingthwaighte
  • Account Manager – Jessica McColl
  • Digital Development Team
  • National Head of Digital – Jason Davey
  • Head of Digital – Alistair Bruyns
  • Technical Director – Josh Bondy, Tim Chapman
  • Senior Digital Project Manager – Alex McNeilly
  • UX Director – Gina Hughes
  • Design Team
  • Digital Art Director – Mark Tompkins
  • Senior Digital Designer / UX Designer – Rani Shabtai
  • Senior Designer – Jesse Steinfort
  • Agency Credits – Ogilvy PR
  • Public Relations Team
  • Associate Director – Kate Aurel-Smith
  • Senior Account Director – Bronte Tarn-Weir
  • Account Manager – Sonia Heng
  • Account Executive – April Gore
  • Client credits:
  • Project Team
  • Project Lead – Lauren Shepherd
  • Project Manager – Alok Pandit
  • Digital Self Service Specialist – Andrew Muir
  • Technical Team – Albert Kalaja, Kiran Abraham, Ngoc Nguyen, Michael La
  • Marketing Team
  • EGM Brand and Marketing – Kristi Woolrych
  • Head of Brand and Marketing – Tim Hernadi
  • EM, AAMI Brand and Marketing – Michelle Martinis
  • AAMI Marketing team – Michelle Martinis, Jo-Anne Tierney, Claire Whish-Wilson, Catherine
  • Bloxsom, Angela Grogan, Anthony Russell

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