London International Awards
2022 Winners and Finalists
Network of the Year: Ogilvy
Finalist
Radio & Audio
Use of Social Media
Entrant: | Ogilvy, Melbourne |
Brand: | AAMI |
Title: | "AAMI Rest Towns" |
Corporate Name of Sponsoring Client: | Suncorp |
Chief Marketing Officer: | Mim Haysom |
Head of Global Brand Marketing: | Rapthi Thanapalasingam |
Senior Brand Managers: | Toby Gill, Olivia Rourke |
Media Company: | OMD, Melbourne |
Agency: | Ogilvy, Melbourne |
Executive Creative Director: | David Ponce de Leon |
Group Creative Director: | Lenna Boland |
Creative Director: | Ryan Clayton |
Creative Director - Art: | Ben Ryding |
Copywriter: | Bec Matlioski |
Agency Producers: | Annie Thiele/Mia Ruwhiu |
Senior Social Creative: | Julia Stretch |
Marketing Specialist: | Amy Wagner |
Social Creative: | Robbie Ten Eyck |
Group Content Lead: | Angie Moore |
Managers, Content Marketing: | Heidi Storey/Suzanne Bunn |
Agency Strategy Director: | Virginia Pracht |
Agency Group Account Directors: | Milly Scott/Angus Pearce |
Agency Account Director: | Alexandra Leah |
Agency Account Manager: | Oliver Corcoran |
Sound Design Company: | Bang Bang Studios |
Senior Account Directors: | Stephanie Nikolovski/Benedict Smith/Cherry Lin |
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.