AAMI creates social newsroom to promote #DriverDuels competition
AAMI is running a social media campaign to support the leave of its free ‘Safe Driver App’, aiming to tap into Australia’s competitive driving nature by asking people to compete over their AAMI Safe Driver App for the chance to win $100,000.
The campaign #DriverDuels, which was developed by AAMI social agency of record Edge, centres around a dedicated campaign newsroom which manages social channels, an influencer program, real-time audience engagement, content creation and amplification, and a dedicated microsite.
Edge managing partner and strategy director Richard Parker said: “We knew that the key to this campaign was to distribute content across multiple digital channels, putting owned and earned media first, and using paid media to amplify – and that meant leveraging every asset at our disposal. But at the heart of the campaign is the app user, and the simple insight that we all love to compete.”
It leverages the insurer’s characters Neil and Gaz, who front the Safe Driver App TV campaign created by Ogilvy, as well as celebrities and influencers.
The microsite features a series of tools that allow users to create personalised content from being able to challenge their mates to their own ‘Driver Duel’ via Facebook or Twitter, users can also create a ‘prank news story’ which uses Facebook to pull their personal details into one of a number of different newspaper-style stories. A quiz helps users discover if they drive like Mr Bean of James Bond.
The campaign newsroom is focused on fuelling conversations around the app and campaign. The campaign also see Twitter and Facebook profiles created for Neil and Gaz which build out the characters back-stories and allow them to spar over social around their safe driving scores, including some ‘rap battles’.
https://www.youtube.com/watch?v=WE-_eYhOCOU
AAMI personal insurance brand manager Claire Whish-Wilson said: “The campaign newsroom approach suggested by Edge was the only way for us to generate and distribute relevant content to our audience with the timeliness and scale we needed, whilst also allowing us to manage a paid amplification budget and an influencer program. We’re super-excited about this campaign!”
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Gaz from Aami has a huge 72 followers on Twitter (despite following 706 people). I think all their social newsroom is doing is running PR on how good their social team is…
Over 50% of comments on the hashtag are AAMI accounts. A remaining 40% would have to be advertising media sites.
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John – you’re assuming that the metrics you mention are the ones they’re being measured on. Pretty sure you can buy followers and hashtag mentions through Twitter ad products nowadays so they’ve obviously not done that – for reasons they’re not disclosing in the article. Without knowing their objectives and strategy it’s hard to comment, no?
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Like the ads themselves, this is so contrived, so addy, so unnatural, so lacking in charm and humanity, people have no reason/motivation to engage.
I did, however, like the phrase ‘paid amplification budget’.
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Safe driver app = way for AAMI to capture who speeds, drives frequently, and often drive at night. This data will impact premiums.
Big data with a dark side
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@ John – you’re right. More engagement and interaction on this post than on any of either Gaz or Neil’s.
Oh the irony!
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@Sad, but true – I reckon mumbrella has been around for more than a few minutes in web time, no?
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Web litter at its finest.
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