Suncorp: AAMI Warning Spots
AAMI Warning Spots created by Ogilvy for Suncorp
There are too many avoidable accidents on Australian roads. No one knows this better than AAMI, Australia’s leading motor insurance company. AAMI collects comprehensive data from thousands of road accidents across Australia every year into their annual AAMI Crash Index. They were sharing the locations of accident hotspots and major causes of accidents to make drivers aware of these dangers.
Brief: AAMI knows accident numbers spike over long weekends and holidays. The challenge was to create a road safety campaign to remind Australians to be extra careful, particularly around the most dangerous locations.
Objectives: Making our roads safer is at the heart of everything AAMI stands for. They thought it was time to put all our data to fair use, make our roads a little safer, and reduce the number of accidents over long weekends.
Idea: AAMI Warning Spots combine multiple data sources to deliver a world-first in road safety messages: Spotify ads using advanced geotargeting to pinpoint a driver’s precise location and alert them to a specific road hazard ahead. AAMI was able to do this after gathering data from thousands of accidents across Australia, plus additional data from government reports, news items, and other sources. This data allowed them to identify accident hotspots’ exact locations and determine the leading causes of these accidents. Spotify is Australia’s most popular music site, used by nearly 2.5 million people. This audience is almost exclusively listening to Spotify’s mobile app, with 60% of all users using the free ad-funded platform. Using Spotify’s advanced geotargeting, they pinpointed drivers’ precise location, matching this data with AAMI’s data to target drivers close to accident hotspots and warn them of oncoming dangers ahead.
Credits
Client: Suncorp
Product: AAMI
Campaign: Warning Spots
Media: Spotify
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
