AAMI And Spotify Aim To Keep Victorians Safe On The Road With New Campaign

AAMI And Spotify Aim To Keep Victorians Safe On The Road With New Campaign

Across the Victoria Labour Day long weekend, the AAMI ‘Warning Spots’ campaign, created by Ogilvy Melbourne, used geolocation targeting to alert drivers of impending road hazards via Spotify native ads.

AAMI marketing manager Toby Gill said: “Utilising data about recent Victorian road accidents, dangerous hotspots on some of Australia’s busiest roads were identified.

“By using sophisticated geo-targeting capabilities, AAMI was able to serve bespoke ads to Spotify listeners in precise locations, warning them of the specific dangers ahead”.

Launched along Victoria’s Great Ocean Road over the Labour Day long weekend, AAMI ‘Warning Spots’ was delivered to listeners approaching the six most dangerous locations, with additional geo-targeted ads to come to 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 there were different ‘Warning Spot’ messages served to listeners as they approached each of the six most dangerous locations.

As safety is also of utmost importance to Spotify, drivers were served Audio ads so they could hear the message without interacting with the app.

Spotify’s AUNZ creative strategist Matt Bryant said: “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”.

Ogilvy Melbourne’s ECD David Ponce de Leon said: “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”.

Ponce de Leon concluded: “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”.

Credits

Client: AAMI
Executive Manager Marketing Insurance: Mark Behr
Marketing Manager AAMI: Toby Gill

Go To Market Lead: Olivia Rourke

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




Please login with linkedin to comment

AAMI Ogilvy Spotify

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]