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

Recognition

2023 – One Show Asia BRONZE (AAMI: Rest Towns) Direct Marketing | Social Media / Online
2023 – One Show Asia BRONZE (AAMI: Rest Towns) Social Media | Use of Social Data & Insights
2023 – One Show Asia MERIT (AAMI: Rest Towns) Social Media | Response / Real-time Activity

2022 – One Show Asia SHORTLIST (AAMI: Rest Towns) Interactive, Online & Mobile | Online Advertising
2022 – One Show Asia SHORTLIST (AAMI: Rest Towns) Digital Craft | Creative Use of Data
2022 – London International Awards NETWORK OF THE YEAR (Ogilvy ) | Global
2022 – London International Awards AGENCY OF THE YEAR (Ogilvy Melbourne) | Australia & New Zealand
2022 – London International Awards BRONZE (AAMI: Rest Towns) Radio & Audio | Financial Services
2022 – London International Awards BRONZE (AAMI: Rest Towns) Radio & Audio | Creative Use of Data
2022 – London International Awards BRONZE (AAMI: Rest Towns) Creative Use of Data | Real-Time Data
2022 – London International Awards FINALIST (AAMI: Rest Towns) Creative Use of Data | Data-Led Targeting
2022 – London International Awards FINALIST (AAMI: Rest Towns) Creative Use of Data | Data Integration
2022 – London International Awards FINALIST (AAMI: Rest Towns) Radio & Audio | Use of Social Media
2022 – Cannes Lions NETWORK OF THE YEAR (Ogilvy)
2022 – Cannes Lions GOLD (AAMI: Rest Towns) Media | Use of Data-driven Insight
2022 – Cannes Lions BRONZE (AAMI: Rest Towns) Creative Data | Data-driven Targeting
2022 – Cannes Lions SHORTLIST (AAMI: Rest Towns) Creative Data | Social Data & Insight
2022 – The Caples Awards BRONZE (AAMI: Rest Towns) Mobile
2022 – The Caples Awards BRONZE (AAMI: Rest Towns) Radical New Strategy
2022 – The Caples Awards SHORTLIST (AAMI: Rest Towns) Creative Use of Data
2022 – The Caples Awards SHORTLIST (AAMI: Rest Towns) Digital B to C
2022 – Clio Awards BRONZE (AAMI: Rest Towns) Social Media: Multi-Platform
2022 – The One Show Awards SHORTLIST (AAMI: Rest Towns) Social Media: Real Time Response
2022 – The One Show Awards SHORTLIST (AAMI: Rest Towns) Interactive, Online & Mobile: Use of Exisiting Platform
2022 – The One Show Awards SHORTLIST (AAMI: Rest Towns) Creative Use of Data: Real-Time Data
2022 – The One Show Awards SHORTLIST (AAMI: Rest Towns) Creative Use of Data: Targetting
2022 – AWARD Awards FINALIST (AAMI: Rest Towns) Advertising | Direct: Direct Innovation
2022 – AWARD Awards FINALIST (AAMI: Rest Towns) Media | Channels: Use of Digital Platforms
2022 – Spikes Asia SHORTLIST (AAMI: Rest Towns) Creative Data: Data Driven Targeting & Personalisation
2022 – Spikes Asia SHORTLIST (AAMI: Rest Towns) Creative Data: Use of Real Time Data
2022 – Spikes Asia SHORTLIST (AAMI: Rest Towns) Media: Use of Real Time Data

2021 – BestAds RUNNER UP (AAMI: Rest Towns) Interactive
2021 – B&T Awards WINNER (AAMI: Rest Towns) Best Radio/Audio Campaign
2021 – B&T Awards WINNER (AAMI: Rest Towns) Best Regional Media Campaign
2021 – B&T Awards SHORTLIST (AAMI: Rest Towns) Best Media Campaign
2021 – Ad Stars BRONZE (AAMI: Rest Towns) Media
2021 – Ad Stars BRONZE (AAMI: Rest Towns) PR
2021 – Ad Stars BRONZE (AAMI: Rest Towns) PSA
2021 – Ad Stars CRYSTAL (AAMI: Rest Towns) Place Brand
2021 – Ad Stars FINALIST (AAMI: Rest Towns) Mobile
2021 – Ad Stars FINALIST (AAMI: Rest Towns) Social & Influencer
2021 – Ad Stars FINALIST (AAMI: Rest Towns) Interactive
2021 – Campaign Brief THE WORK (AAMI: Rest Towns) Experiential + Immersive
2021 – Campaign Brief THE WORK (AAMI: Rest Towns) Data: Creative Use + Infographics
2021 – Mumbrella Awards SHORTLIST (AAMI: Rest Towns) Best Use of Real Time Marketing

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