Warning Spots

By Ogilvy - Melbourne


Highly Commended in category Progressive
Use of Mobile

Project Description
There are too many avoidable accidents on Australian roads. No one knows this better than AAMI, Australia’s leading motor insurance company. Every year, AAMI collects comprehensive data from thousands of road accidents across Australia, into their annual AAMI Crash Index. Then publishes the locations of accident hot-spots and major causes of accidents in an effort to make drivers aware of these dangers.
AAMI knows accident numbers spike over long weekends and holidays. Our challenge was to create a road safety campaign to remind Australians to be extra careful, particularly around the most dangerous locations. We needed an innovative solution to deliver this important message.
Making our roads safer is at the heart of everything AAMI stands for. We thought it was time to put all our data to good use, make our roads a little safer and help reduce the number of accidents over long weekends.
Agency Solution
AAMI Warning Spots combine multiple data sources to deliver a world-first in road safety messages: Spotify ads using advanced geo-targeting to pinpoint a driver’s precise location and alert them to a specific road hazard ahead.
AAMI was able to do this after gathering data from thousands of accidents across Australia, plus additional data from government reports, news items and other sources.
This data allowed us to identify not only the exact locations of accident hot-spots, but also determine the main causes of these accidents.
Spotify is Australia’s most popular music site, used by nearly 2.5 million people. This audience is almost exclusively listening to Spotify’s mobile app, with 60% of all users using the free ad-funded platform.
Using Spotify’s advanced geo-targeting, we pinpointed the precise location of drivers, matching this data with AAMI’s data to target drivers in close proximity to accident hot-spots and warn them of oncoming dangers ahead.
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