This campaign uses Spotify to warn drivers about oncoming road hazards

Effort by Ogilvy Melbourne for a Aussie insurance firm AAMI uses geolocation

Published On
Mar 14, 2019

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A campaign by Australian insurance company Australian Associated Motor Insurers (AAMI) is combining Spotify and geolocation to alert drivers to local hazards when driving on the country's roads.

Devised by Ogilvy Melbourne, the campaign serves bespoke ads to Spotify listeners based on dangerous hotspots on some of Australia's busiest roads, using data about recent accidents. It uses geo-targeting to reach drivers in precise locations. 

The effort launched along Victoria’s Great Ocean Road over the Labour Day long weekend, targeting drivers approaching the six most dangerous locations. Additional geo-targeted ads are set to come to listeners near inner-city Melbourne accident hotspots. To avoid re-playing the ads to locals, the ads are being frequency capped.

David Ponce de Leon, executive creative director, Ogilvy Melbourne says: “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. 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

Date
Mar 14, 2019
Client:
AAMI
Agency:
Ogilvy-Melbourne
Executive Manager Marketing Insurance:
Mark Behr
Marketing Manager AAMI:
Toby Gill
Go To Market Lead:
Olivia Rourke
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
Business Director:
Thad King
Account Manager:
Joe McCabe
Sound Design:
Sam Hopgood
Sound Design:
Bang Bang Studios

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