AAMI – Rest Towns

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AAMI – Rest Towns 〰️

In Australia, driving distances are huge. Like, really, really, HUGE. To combat driver fatigue the Government tries to get young drivers to stop every 2 hours with rundown highway signs and rest areas. And because they won’t rest there, too many end up a statistic.

AAMI found a way to encourage young drivers to take rests on big road trips – virtually. First, Spotify generated a personalised 2 hour long playlists so young drivers knew exactly when to stop. Then In real time, our algorithm suggested just the right attraction at just the right time. Foodies we’re sent to Anglesea for a gourmet pie lunch. Fashionistas to Mollymook for vintage shopping… and sightseers to Kingston for a Tik-Tok op with the Big Lobster. We even created a pin for each Rest Town on Waze, and geo banners let people know exactly when to exit.

Smart data helped us turn boring rest stops into Rest Towns. A dynamic data driven road safety initiative that gives young drivers good reasons to rest every 2 hours.

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Results

• +8,500,000 young drivers reached
• +35,000,000 social impressions
• Up to 70% reduction in claims (during campaign period)
• 5,466KM of road covered
• 69 AAMI Rest Towns Established

Creatives: Bec Matlioski, Ben Ryding, David Ponce de Leon, Lenna Boland