The Media Owner
OMD & Ogilvy Melbourne
Insurance brand AAMI had strong salience but didn’t convert consideration as strongly as budget brands claiming ‘award winning’ cover for less.
AAMI Does launched in a year when money was a worry which exacerbated our challenge. AAMI was not the cheapest nor the most expensive. We needed to dramatise our worth, beyond price alone. We would do this via brand actions, rather than brand ‘rhetoric’.
Following a three-year cycle of bad news including bushfires, floods and a pandemic, concern extended to those around us, with support for local business becoming our charitable donation.
This also saw a growth in new car owners and young drivers hitting the roads, taking road-trips in place of overseas holidays.
And with that, so did the risk of driver fatigue, with many new drivers behind the wheel. AAMI has a long history of keeping Aussies safe but our brand leadership was starting to slide.
We knew that communities were still recovering from bushfires, floods and a pandemic, so getting Aussies back on the road safely to support small business became our mission.
Insight & Central Media Idea
Driver fatigue is four times more likely to contribute to impairment than drugs or alcohol.
Road authorities recommend stopping 2-hourly, but many drivers tend to power through to get to their destination sooner. Now more than ever Aussies were considering a road trip, so we needed to act.
Covid-19 and environmental impacts paved a very uncertain path for small business, with rural and tourist towns hit hard. Put simply, rural towns and their businesses needed visitors.
Although two very distinct problems, we found a common solution. Rural towns along popular highways make for the perfect rest stop for passing road trippers, and the ideal place to relax and recharge.
So, we decided to inspire stops in rural towns, TURNING FORGOTTEN TOWNS INTO AAMI REST TOWNS
We knew, a pure safety message wasn’t going to change road trip behaviour alone. We had to give road trippers a reason to stop. And our rural towns didn’t disappoint.
Every Aussie town is famous for something, be it their humble beef pie or their seaside boardwalk.
So, the plan was simple – get tired road trippers to stop by promoting the wonderful, unique attractions each town had to offer.
Identifying which towns should become AAMI Rest Towns was a little tricker. Utilising insights from AAMI crash claims data and social listening, along with government fatigue guidelines, we pinpointed the most popular and trending road trip destinations of 2020.
We then isolated which routes would be most significantly impacted by driver fatigue.
This resulted in 13 identified routes, and 56 pinned AAMI Rest Towns.
Our comms plan had three goals:
- Alerting potential road trippers of the need to stop
- Inspiring them to stop and discover hidden gems
- Reminding them en-route
In order to do this, 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 to those plotting a long trip with mapping app Waze
- Motor claims reduced in targeted towns (previously up to 29%)
- YouTube directly delivered to 1,029,941 travel intenders
- TikTok reached 2.9M people, serving 9.5M impressions
- Waze served 525,000 impressions
- Spotify achieved 99.85% completion rate confirming we didn’t distract drivers
- Over 3,000 playlist downloads served to date
- Our town and business inspiration stimulated the conversation with travellers sprouting their own tips
This campaign supports the ‘AAMI Does’ brand platform, designed to reflect the AAMI spirit of doing more for customers and keeping them safe.
Rest Towns helped solidify AAMI’s brand leader status, and reflects the AAMI spirit of doing more for customers and keeping them safe.