• Agency : Ogilvy Melbourne
  • Place : Australia
Advertiser :
  • AAMI is Australia’s leading insurance company.
Objective / insight
  • Young deaths in Australia are due to road traffic accidents. Moreover, AAMI Crash Index data showing 23% of drivers nationally admit to having sent or read a text message while driving, the danger of being distracted is very real and common.
  • Every year in Australia, more than 190 000 teenagers begins driving on the road, however, they are 30 times more likely to have an accident than any other driver.
  • Thus for AAMI, it was time to rethink how we teach our kids to drive (especially to drive safely and properly) and the digital world.
Implemented strategy
  • AAMI, teamed up with Ogilvy Melbourne, developed SmartPlates, an mobile application that allows young drivers to track their learning progress in real time and pinpoints skills that need practicing.
  • Thus, Smartplates allows learner drivers to track their practice sessions in real time without needing to write down and record those hours manually.
  • Users have also access to a database of more than 40 driving tips, written by qualified driving instructors.
Technology implemented
  • When users are learning driving, SmartPlates silences all incoming calls, sending the caller an automated response informing them their friend is behind the wheel.
  • The application uses smartphone technology to live-track a learner’s hours, route choice, weather, road and traffic conditions, and then provides comprehensive feedback on progress.
  • More than 16 million reaches in Australia
  • More than 25 000 downloads


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