National insurer AAMI is setting the record straight on who’s a safer driver through a new national road safety initiative, giving Aussie drivers the chance to test and hone their skills. Created by Leo Australia, ‘The AAMI Driving Test’ (ADT) will see Aussie drivers square off against each other to secure the title of one of Australia’s safest drivers.
The national integrated campaign is built on the insight that far more money and effort is spent on penalising poor driving rather than rewarding and recognising good driving.
The competition kicked off at one of the country’s largest sporting events, the AFL Grand Final, and invites all Australian drivers aged 18 years and older to take part through the AAMI app—competing for thousands of dollars in prizes and, of course, bragging rights.
ADT uses mobile phone telematics data and insights to measure and score drivers across five dangerous behaviours—speeding, cornering, hard braking, acceleration and phone use, providing insights on how they can improve their driving scores
Stirring up Aussies’ natural competitive spirit, drivers are surveyed on sign-up to identify what cohorts they belong to. Throughout the campaign, online and DOOH leaderboards will regularly feature updates on which groups are driving the safest pitting mate against mate, state against state, AFL fans against NRL fans, early birds against night owls and the list goes on.
The leader boards will also serve as a channel to deliver road safety messages throughout the campaign.
A multichannel approach will keep the competition front of mind throughout the 6-month campaign and encourage Australians to participate. Data-led media targeting will be activated at DOOH locations where rival groups gather, such as around sporting grounds and suburbs.
“The AAMI Driving Test is an innovative and engaging way to encourage Australian drivers to adopt safer habits behind the wheel,” said Suncorp executive general manager of brand and customer experience Mim Haysom.
“Since 2022 we’ve analysed more than 500 million kilometres of national driver telematics data, and early analysis has shown those who start with lower scores and use these insights do become better drivers.
“Dangerous driving, and in particular distracted driving, is an increasing problem on our roads which requires urgent attention. New AAMI research shows Australian drivers tend to believe they are safer behind the wheel when compared to other drivers.
“ADT puts that to the test and empowers all drivers with the knowledge and customised feedback to assess and improve their own behaviours while driving, with the aim of helping them avoid an accident from happening in the first place.”
“Only in Australia could you turn a serious topic like road safety into a competition. That’s the beauty of this idea—it takes something fundamentally serious and gives it the energy of a national sport,” commented executive creative director at Leo Australia, Tim Woolford.
“The Driving Test was the creative idea we won the pitch with last year, and it has been many months of hard work from hundreds if not thousands of people to realise it. We’re incredibly grateful to partner with AAMI to build on their decades-long commitment to creating safer roads. I am not available to comment on what my current drivers score reads, but rest assured I will try and improve it.”
The integrated campaign launched during one of the most competitive and high-stakes events of the year—the AFL Grand Final. The launch film is accompanied by a suite of films educating Aussies on how to improve their driver scores, national OOH that fans the flames of competition, as well as PR activations, social and influencer activity, TV and Radio integrations.
The competition will conclude on February 9, 2026, with monthly prize draws to keep the competition hot.
Credits:
AAMI
– Mim Haysom – EGM Brand and Customer Experience
– Rapthi Thanapalasingam – Head of Brand and Content
– Julia Reimnitz – AAMI Marketing Manager
– Rosaleen Rayner – AAMI Marketing Lead
– Lisa Marshall – AAMI Marketing Specialist
– Yvette Braybrook – AAMI Marketing Specialist
Leo Australia
– Clare Pickens – CEO
– Andy Fergusson – Chief Creative Officer
– Dave Bowman – Chief Creative Officer Publicis ANZ
– Tim Woolford – Executive Creative Director
– Tommy Cehak – Executive Creative Director
– Adam Frazer – Associate Creative Director
– Nick Timms – Senior Creative
– Ben Pearce – Senior Creative
– Catherine King – Chief Strategy Officer
– Mitch Hunter – Group Strategy Director
– Amanda Wheeler – Chief Client Partner
– Hannah Austin – Group Business Director
– Tash Tollo – Account Director
– Geraldine Buzzo – Conceptual Designer
– Johnson Diep – Conceptual Designer
PXP
– Michael Demosthenous – National Director of Production
– Justine Dooner – Executive Producer
– Leigh Woodhams – Senior Producer
– Chelsea Higgs/Jayde Machell – Production Project Managers
– Dan Meyers – Head of Multimedia Operations
– William Rollo – Senior UI Designer
– Holly Bradridge/Nicola Yeo – Multimedia Studio artists
– Zoe Bright – Digital Designer
Scoundrel
– Ariel Martin – Director
– Kate Gooden & Adrian Shapiro – Executive Producers
– Tessa Simpson – Producer
– Campbell Brown – DOP
– Adam Wills – Editor
– Heckler – Post-production
– Level Two – Music Supervision
– Rumble – Sound Production
– Casting – Citizen Jane
OMD
– Sian Whitnall – Co-CEO
– Lisa Leach – Client Partner
– Anna Higgins – Business Director
– Kayte Holmes – Business Director
– Rich Garratt – Head of Comms Planning
– Paul Baker – Head of Business Strategy
– Holly Caspers – Senior Account Manager
– Alyssa Mounarath – Senior Account Manager
– Barbara Lezanski – Media Implementation Group Director
– Lindsay Beeren – Media Partnerships Group Director
– Nick Hurley – Head of Create Sydney
– Matt Clear – Sports Partnerships Director
– Lachlann Macrae – Sports Partnerships Manager
– Helen Duguid – Partnerships Director
– Kelly Dos Santos – Activation Manager
