45% of young Australian deaths are due to road traffic accidents.
In Australia, learner drivers (or L-Platers) are required to record their on-road driving hours (120 hours) using a government mandated manual logbook, each time they go for a supervised practice drive. However this is an old-school system which is stressful, inaccurate and doesn’t add any value
AAMI thought it was time to update how we teach our kids to drive
AAMI SmartPlates completely reinvents the way young Australians learn to drive
AAMI transforms their smartphone into a real-time digital driving tracker and coach.
It connects with parents, kids, communities and government authorities by helping keep the next generation of Australian drivers safe
The mobile app tracks every detail of every drive, now learners can focus on the road
It Uses captured data to give young drivers a more accurate report of their driving experience
Captured data gets crunched into skills sets so Learners, parents and instructors can gain a complete picture of their progress,
In addition to digital and mobile platform, the launch of AAMI SmartPlates is supported by an integrated media campaign including EDM’s, digital media, YouTube, cinema, social, outdoor and collateral
+16 million people reached
Featured in over 100 pieces of national media
88% positive sentiment towards AAMI Brand
Earned PR/Advertising value over 2million AU$
5193 unique downloads,
100% South Australian target achieved in first month.