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AAMI: AAMI Rest Towns - Holbrook


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The road safety initiative turning rural towns into rest stops. Fatigue is the third biggest killer in Australian roads with 70% of these fatalities being young drivers. Despite transport authorities advising drivers to stop and rest every 2 hours, young drivers on long road trips are the most at risk because they tend to power through their fatigue without stopping. In collaboration with Facebook, Spotify, Waze & TikTok we used geo-targeted media to encourage young drivers to stop every 2 hours in their nearest rural town with a specific targeted incentive.
Agency: Ogilvy, Melbourne

First, using Facebook interest-based targeting we identified young drivers likely to embark on a road trip and linked them to a personalised 2 hour Spotify playlist. When our young drivers hit the road, we combined, geo, time and in-car targeting to serve dynamically tailored rest reminders through Spotify and Waze. Finally, our Tik-Tok influencers encouraged young drivers to rest by demonstrating safe resting, with 15-minute live streams from within our AAMI Rest Towns.

• +35M Social Impressions
• +8M Young Drivers Reached
• 29% Reduction in claims during campaign period
Credits Other credits

Client: AAMI (Suncorp)

Mim Haysom: EGM Brand & Marketing

Rapthi Thanapalasingam: Head of Mass Brands & Sponsorships

Toby Gill: AAMI Marketing Manager

Olivia Rourke: AAMI Marketing Lead

Amy Wagner: Marketing Specialist

Heidi Storey: Manager, Content Marketing

Angie Moore: Group Content Lead



Media Agency: OMD

Spotify: Hayley Treasure, Group Sales Manager - Australia & New Zealand

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