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”.
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
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]