Aami: AAMI SmartPlates [Supporting Images], 4

Credits & Description:

AGENCY: Ogilvy Australia / Melbourne
CLIENT: AAMI
ART DIRECTOR: Karsten Jurkschat / Mark Tompkins
WRITER: Alex Little
DESIGNER: Rani Shabtai / Jesse Steinfort
CHIEF DIGITAL OFFICER: Jason Davey / Alistair Bruyns
CHIEF TECHNOLOGY OFFICER: Tim Chapman
CREATIVE TEAM: David Fox / Gavin McMillan / Michael McEwan / Belinda Danks-Woodley / Sarah Bailey / Belinda Bassingthwaite / Jessica McColl
CREATIVE TECHNOLOGIST: Josh Bondy / Alex McNeilly / Gina Hughes
EXECUTIVE CREATIVE DIRECTOR: David Ponce de Leon
TAGS: CORPORATE SOCIAL RESPONSIBILITY (CSR) / PURPOSE-LED MARKETING

David Ponce de Leon - Executive Creative Director
Karsten Jurkschat - Senior Art Director
Alex Little - Senior Copywriter
David Fox - CEO
Gavin McMillan - Head of Strategy / Managing Partner
Michael McEwan - Managing Partner
Belinda Danks-Woodley - Group Account Director
Sarah Bailey - Group Account Director
Belinda Bassingthwaite - Account Director
Jessica McColl - Account Manager
Jason Davey - National Head of Digital
Alistair Bruyns - Head of Digital
Josh Bondy - Technical Director
Tim Chapman - Technical Director
Alex McNeilly - Senior Digital Project Manager
Gina Hughes - UX Director
Mark Tompkins - Digital Art Director
Rani Shabtai - Senior Digital Designer
Jesse Steinfort - Senior Designer
Kate Aurel-Smith - Ogilvy Public Relations Associate Director
Bronte Tarn-Weir - Ogilvy Public Relations Senior Account Director
Sonia Heng - Ogilvy Public Relations Account Manager
April Gore - Ogilvy Public Relations Account Executive
Lauren Shepherd - SUNCORP Project Lead
Alok Pandit - SUNCORP Project Manager
Andrew Muir - SUNCORP Digital Self Service Specialist
Albert Kalaja - SUNCORP Technical Team
Kiran Abraham - SUNCORP Technical Team
Ngoc Nguyen - SUNCORP Technical Team
Michael La - SUNCORP Technical Team
Kristi Woolrych - SUNCORP EGM Brand and Marketing
Tim Hernadi - SUNCORP Head of Brand and Marketing
Michelle Martinis - AAMI EM AAMI Brand and Marketing
Jo-Anne Tierney - AAMI Marketing Team
Claire Whish-Wilson - AAMI Marketing Team
Catherine Bloxsom - AAMI Marketing Team
Angela Grogan - AAMI Marketing Team
Anthony Russell - AAMI Marketing Team
Synopsis
Situation. 45% of all young Australian deaths are due to road traffic accidents. In Australia, learner drivers are required to record at least 120 hours of supervised driving on a variety of road conditions using a government mandated manual logbook, in order to get their license. An old-school system which is stressful, inaccurate and doesn’t add any value.

Brief. AAMI, one of Australia’s leading health insurance providers knew young drivers were the most at risk of injury. But when we started researching why, we discovered that the way they learn to drive hasn’t changed in 50 years. We needed an innovative solution to an age-old health issue.

Objectives. Making Australians healthier and safer is at the heart of everything AAMI Health Insurance stands for. We thought it was time to update how we teach our kids to drive, keep them safe and help create a safer generation of drivers.

Strategy
Data gathering. AAMI Health Insurance data revealed a weakness in sales to young people. New to the world of insurance, they usually go with their parents’ choice. Our data indicated young drivers are 30 times more likely to crash. AAMI SmartPlates provides a quantitative view of learner drivers’ performance immediately and over time, facilitating a view of potential skill improvements and learning deficiencies and increasing safety on Australian roads.

Targeting. Our target wasn’t only young drivers but their parents too. Research uncovered the biggest tension is the requirement to submit the archaic logbook of driving hours to get your learner’s license. An old-school system that limits learning potential.

Approach. Our approach was to infiltrate driving practice time with utility. The mobile platform is the perfect choice for such utility. It protects data recording and validation, enables instantaneous review and helps identify opportunities for improvement.

Outcome
• +16 million people reached.

• Featured in over 100 pieces of national media.

• 88% positive sentiment towards AAMI Brand.

• Earned PR/Advertising value over $2million AUD

• AAMI spokesperson featured in 73% of all earned media coverage

• 100% of Coverage included brand mention of AAMI.

• 5,193 unique downloads, 100% South Australian target achieved in first month.

• +120,000 website visits in first month.

• +25,000 unique downloads to date.

• +4 million km’s logged, tracked and recorded nationally.

• Change in behavior: AAMI SmartPlates has been welcomed as a long overdue update to road safety and a catalyst for Australian Road and Traffic authorities to modernise. It has been officially endorsed by the South Australia, Queensland and Tasmanian governments, adopting our digital platform as their primary Learner Driver Safety platform and allowing young drivers to submit their AAMI SmartPlates logged hours as proof of driving experience.

Execution
The development process took 8 months with rigorous user testing (including a closed beta) and customised app adjustments to fall in line with each of the different Australian State Government and Road traffic authorities’ requirements.

We selected the first week of March as the ideal date to launch AAMI SmartPlates as Australian high school students returned to classes after their long summer break.

In addition to our mobile platform, we supported the launch of AAMI SmartPlates with an integrated campaign including PR, digital media, digital film, YouTube, cinema, outdoor and collateral.

The learner drivers’ logbook is a legal requirement in Australia, so our scale is national.

We launched in South Australia first, as the South Australian Government was the first to officially recognize AAMI SmartPlates as their primary digital learning platform for Learner Drivers. Queensland and Tasmania followed shortly after.

Campaign Description
AAMI SmartPlates, a real-time drive tracker and coach that sits at the centre of a new digital learning eco-system: connecting young drivers, parents, instructors and road traffic authorities for the first time. The AAMI SmartPlates mobile app tracks every detail of every drive, so Learners can focus on the road while their practice hours, routes, road type, weather and traffic density are monitored and recorded in real-time. Captured data gets crunched into skills sets so Learners, parents and instructors can gain a complete picture of their progress, what they’re mastering and what needs sharpening via a personalised learning plan. AAMI SmartPlates Coach knows why, when and where they need practice and how to motivate them, reducing the risk of accidents caused by overconfidence and inexperience. Key safety skills are taught using driving, map and road data in such an innovative way that could actually help reduce Australian road injuries.

Brief With Projected Outcomes
In regards to our communications there aren’t any major restrictions to mention. However, AAMI Health Insurance had to adhere with each of the different Australian State Government relevant laws and regulations concerning safe mobile phone use, road rules, and data collection.

Audience
Road injury is the second-biggest killer of young Australians. AAMI SmartPlates reinvents the way young people learn to drive by transforming their mobile phone into a real-time digital driving tracker and coach. An innovative solution to an important health issue that can make a real difference to Australian lives.