The L plate logbook. How much parents hate it.
It probably ranks second only to the task of having to tell their kids how to drive at a time when most of their advice is challenged.
How much will parents cheer Ogilvy Melbourne and AAMI’s alternative?
AAMI SmartPlates is an app that allows young drivers to track their learning progress in real time and pinpoints skills that need practising.
It uses smartphone technology to live-track a learner’s hours, route choice, weather, road and traffic conditions, and then provides comprehensive feedback on progress.
AAMI SmartPlates includes a Road Block feature, that switches on whenever a Learner starts driving. On Android devices, Road Block silences all incoming calls, sending the caller an automated response informing them their friend is behind the wheel. On iOS devices, Learners receive a personalised message of discouragement when phone access is detected.
Learner drivers using the app will also be exposed to an evolving database of more than 40 driving tips, written by qualified driving instructors.
Explore AAMI SmartPlates here.
Chief customer experience officer of AAMI owner, Suncorp, Mark Reinke, explained, “AAMI research indicates young Australian drivers are most at risk of being involved in an accident. As it’s no secret that millennials use technology to manage almost every aspect of their lives, we thought it was time to rethink how we teach our kids to drive and bring the Learner Driver program into the digital world.”
David Ponce de Leon, executive creative director, Ogilvy in Melbourne noted, “This massive digital undertaking is in line with Ogilvy’s belief that any brand can ‘say’, but great brands ‘do’. AAMI SmartPlates brings AAMI’s ‘Not Very Insurancey’ brand platform to life by evolving the insurance company from one that simply covers accidents, to one that aims to prevent them from happening.
“It’s a big idea that proves AAMI is truly different and we believe it can make a real difference to road safety,” he said.
Ogilvy’s launch campaign for AAMI SmartPlates is supported in cinema, digital film, social and outdoor. And it’s the latest in a series of digital initiatives from the brand following the successful launch of the AAMI Access app and the AAMI Lucky Club.
South Australia is the first state to accept AAMI SmartPlates as an official record of completed learner driver hours.
The AAMI SmartPlates App is available for free download now on the App Store and Google Play.
Agency Credits – Ogilvy Melbourne
Creative Team
Executive Creative Director – David Ponce de Leon
Senior Art Director – Karsten Jurkschat
Senior Copywriter – Alex Little
Account Service team
CEO – David Fox
Head of Strategy – Gavin McMillan
Managing Partner – Michael McEwan
Group Account Director – Belinda Danks-Woodley, Sarah Bailey
Account Director – Belinda Bassingthwaighte
Account Manager – Jessica McColl
Digital Development Team
National Head of Digital – Jason Davey
Head of Digital – Alistair Bruyns
Technical Director – Josh Bondy, Tim Chapman
Senior Digital Project Manager – Alex McNeilly
UX Director – Gina Hughes
Design Team
Digital Art Director – Mark Tompkins
Senior Digital Designer / UX Designer – Rani Shabtai
Senior Designer – Jesse Steinfort
Agency Credits – Ogilvy PR
Public Relations Team
Associate Director – Kate Aurel-Smith
Senior Account Director – Bronte Tarn-Weir
Account Manager – Sonia Heng
Account Executive – April Gore
Client credits:
Project Team
Project Lead – Lauren Shepherd
Project Manager – Alok Pandit
Digital Self Service Specialist – Andrew Muir
Technical Team – Albert Kalaja, Kiran Abraham, Ngoc Nguyen, Michael La
Marketing Team
EGM Brand and Marketing – Kristi Woolrych
Head of Brand and Marketing – Tim Hernadi
EM, AAMI Brand and Marketing – Michelle Martinis
AAMI Marketing team – Michelle Martinis, Jo-Anne Tierney, Claire Whish-Wilson, Catherine Bloxsom, Angela Grogan, Anthony Russell
