London International Awards
2022 Winners and Finalists
Regional Agency of the Year: Australia and New Zealand
Ogilvy, Melbourne
Finalist
Creative Use of Data
Data-Led Targeting
| Entrant: | Ogilvy, Melbourne |
| Brand: | AAMI |
| Title: | "AAMI Rest Towns" |
| Corporate Name of Client: | Suncorp |
| AAMI Marketing Manager : | Toby Gill |
| AAMI Marketing Lead: | Olivia Rourke |
| Chief Marketing Officer: | Mim Haysom |
| Head of Global Brand Marketing: | Rapthi Thanapalasingam |
| Media Company: | OMD, Sydney |
| Agency: | Ogilvy , Melbourne |
| Executive Creative Director: | David Ponce de Leon |
| Group Creative Director: | Lenna Boland |
| Creative Director: | Ryan Clayton |
| Copywriter: | Bec Matlioski |
| Art Director: | Ben Ryding |
| Senior Social Creative : | Julia Stretch |
| Social Creative : | Ten Eyck |
| Agency Producers: | Annie Thiele/Mia Ruwhiu |
| Print Producer : | Brendan Hanrahan |
| Group Content Lead : | Angie Moore |
| Managers, Content Marketing: | Heidi Store/Suzanne Burne |
| Marketing Specialist : | Amy Wagner |
| Agency Strategy Director: | Virginia Pracht |
| Senior Agency Account Executives: | Stephanie Nikolovski/Benedict Smith |
| Agency Group Account Directors: | Milly Scott/Angus Pearce |
| Agency Account Director: | Alexandra Leahy |
| Senior Account Manager : | Cherry Lin |
| Agency Account Manager: | Oliver Corcoran |
Description:
But young Aussie drivers (under 30) on long road trips don’t listen to government recommendations, and that makes them most at risk, because they tend to power through to their destination.
They represent 70% of all fatigue related deaths but are only 15% of the licensed driver population. To make matters worse, young Australians are notoriously hard to reach, especially through any kind of traditional, road safety communications. When our young drivers hit the road, we combined geolocation, time-based and in-car targeting to serve them ‘rest alerts’, along with local incentives to encourage them to stop in our AAMI RestTowns.
A targeted media, road safety initiative encouraging young drivers to stop and rest every 2 hours in a rural Aussie town. Using AAMI’s Crash Index data, we identified the longest and most dangerous stretches of road and selected specific country towns where young drivers could stop and rest.
We then used Facebook, Instagram, Spotify, Waze and Tik-Tok to connect in real-time; combining geo, time and in-car data targeting using local attractions, incentives and personal interests to persuade young drivers to stop and have a break in an AAMI RestTown.