OMD and Ogilvy
With strong brand salience but under pressure from ‘budget’ competitors, AAMI needed to reconnect with Australians. Launching in a year of bushfires and COVID only exacerbated the challenge.
AAMI needed to dramatise its worth beyond price alone, and re-establish its history of keeping Aussies safe.
Turn rural towns into AAMI Rest Stops – the perfect place to rest, recharge and support local business.
Regional towns were some of the hardest hit by 2020; Bushfires, COVID, and the drop in tourism and local economies. With international travel off the cards, the humble road trip began to trend for summer. And with that, so did the risk of driver fatigue.
Getting Aussies back on the road safely, supporting regional small business along the way, became the mission.
Inspiring stops in rural towns as driver fatigue is four times more likely to contribute to impairment than drugs or alcohol. Road authorities recommend stopping every 2 hours, but many drivers ignore the advice.
Added to this, 2020 paved an uncertain path for regional towns. Quite simply, they needed visitors.
With two distinct problems, we needed a common solution.
Giving roadtrippers a reason to stop!
Rural towns along popular highways make the perfect rest stop for passing road-trippers, and the ideal place to relax and recharge. To encourage tired road trippers to stop, we needed more than just safety messaging. Instead, we promoted the unique and wonderful attractions each town had to offer.
Utilising data and insights, we pinpointed the most popular and trending road trip destinations of 2020, isolating which routes would be most significantly impacted by driver fatigue.
This resulted in 7 identified national routes, and 49 pinned AAMI Rest Towns.
To achieve our common goals, we created a campaign of platform firsts.
- Powering a personalised two-hour playlist generator with Spotify
- Pinning locations that weren’t our stores
- Safely communicating those plotting a long trip with mapping app Waze
- The introduction of TikTok activity driven by local influencers
Rest Towns helped solidify AAMI’s brand leader status with brand love scores reaching 26%, 4pts ahead of our closest competitor. We also experienced consideration gains across key states with top two box consideration reaching 50% in December – the highest since 2018.
- 99% Spotify in car audio completion rate
- 29% Average motor claim reduction in AAMI Rest Towns (Dec/Jan)
- 26% Recall on TikTok of the 15-minute Rest Break messaging