An app that allows young drivers to track their learning progress in real time and pinpoints skills that need practising? That uses smartphone technology to track a learner’s hours, route, weather, road and traffic conditions, and then provides comprehensive feedback on progress.
No mum or dad would ever mind being replaced by this Ogilvy invention.
The AAMI SmartPlates app was launched in South Australia in February. Now it has been endorsed by Queensland, supported by a cinema, digital, film, social and outdoor marketing campaign. Ogilvy Melbourne managed both launches.
David Ponce de Leon, Ogilvy Melbourne executive creative director, commented, “We had an amazing week launching AAMI SmartPlates in Queensland. This is a really exciting initiative we are incredibly proud of. With over 5,000 learners already using SmartPlates in South Australia, it’s time for the next generation of safe, confident drivers to get on board. If you’re a learner driver and haven’t already downloaded the app, what are you waiting for?”
The digital platform provides an alternative to (or most parents will be happy to note, the end of) the hard copy log book. AAMI SmartPlates meets Queensland’s legislative requirements that allow it to connect learners directly with the Sunshine State’s road authority, the Department of Transport and Main Roads. Drivers can use it to submit their completed driving hours through the AAMI SmartPlates app without the need for manual submission.
Importantly, the SmartPlates Road Block feature declines incoming calls on Android and notifies the caller by text. On iPhone, the driver receives a warning notification if phone use is detected.