AAMI Launches AAMI SmartPlates via Ogilvy Melbourne

One of Australia’s leading insurers, in collaboration with Ogilvy Melbourne, has launched AAMI SmartPlates, an innovative app giving L-platers an alternative to the traditional logbook.

AAMI SmartPlates allows young drivers to track their learning progress in real time and pinpoints skills that need practicing. 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 is a Suncorp brand and the company’s chief customer experience officer, Mark Reinke, said: “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 said: “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.”

The AAMI SmartPlates powerful ‘Road Block’ feature 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.

Supported by a Cinema, Digital Film, Social and Outdoor marketing campaign, AAMI SmartPlates launches this week. 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.

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