Listen to Spotify in the car? A lot of Australian drivers do. Ogilvy Melbourne and AAMI gave it a usefulness over and above entertainment across the Victoria Labour Day long weekend, a time when car accidents spike. The partners used Spotify to alert drivers of trouble spots in the road ahead.
The AAMI campaign called Warning Spots used geolocation targeting to alert drivers of impending road hazards via Spotify native ads. The service used data about recent Victorian road accidents to identify dangerous hotspots on some of Australia’s busiest roads. Then using sophisticated geo-targeting capabilities, AAMI was able to serve bespoke ads to Spotify listeners in precise locations, warning them of specific dangers.
David Ponce de Leon, executive creative director, Ogilvy Melbourne, noted, “Road Safety is at the heart of everything AAMI stands for. And road trips, especially on a long weekend are a major part of what it means to be Australian. We were thrilled to be able to partner with the Spotify platform in such an innovative way that helped to keep Australians safe on our roads.”
The service was launched along Victoria’s Great Ocean Road and delivered to listeners approaching the six most dangerous locations, with additional geo-targeted ads planned for listeners near inner-city Melbourne accident hotspots. It is anticipated that the campaign will continue.
Frequency capping was used to avoid re-playing the ads to locals and different Warning Spot messages were served to listeners as they approached each of the six most dangerous locations. As safety is of utmost importance to Spotify also, drivers were served audio ads so they could hear the message without interacting with the app.
“We were excited to work with AAMI on their initiative to make the roads a safer place. The campaign made great use of geo-targeted, audio creative that we hope will continue to resonate with drivers going forward,” stated Matt Bryant, creative strategist AUNZ, Spotify.
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Tom Russell
Senior Art Director: Axel Tagg
Producer: Annie Thiele
Group Account Director: Milly Scott
Senior Account Director: Belinda Bassingthwaighte
Account Manager: Alexandra Leahy
Media: OMD Sydney
Business Director: Thad King
Account Manager: Joe McCabe
Sound Design: Sam Hopgood @ Bang Bang
Executive Manager Marketing Insurance: Mark Behr
Marketing Manager AAMI: Toby Gill
Go To Market Lead: Olivia Rourke