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.”