Driving into the future: AAMI and Ogilvy Melbourne’s Smartplates

Daisy Doctor
By Daisy Doctor | 9 August 2017

This is a free excerpt from AdNews print magazine August edition. You can download a digital version of AdNews and subscribe to the premium print edition here.

Ogilvy Melbourne's digital overhaul of the AAMI L-plate logbook didn’t merely win seven Cannes Lions awards (including one gold), it revolutionised a learner driver system that has been around for more than 50 years.

Smartplates was the first project that saw genuine collaboration between Ogilvy and AAMI for something bigger than a campaign.

The project began with an intent to make Australia's roads safer. Such a mammoth task could not be taken lightly and both AAMI and Ogilvy accepted from the beginning it was never going to be a straightforward strategy.

What the client says:

Suncorp chief customer experience officer Mark Reinke

"AAMI research indicates young Australian drivers are most at risk of being involved in an accident. With AAMI Crash Index data showing 23% of drivers nationally admit to having sent or read a text message while driving, the danger of being distracted is very real and unfortunately, all too common. Smartplates allows learner drivers to track their practice sessions in real time without needing to write down and record those hours manually."

What the Agency says:

Ogilvy Melbourne ECD David Ponce de León

"We're completely chuffed by the awards and were privileged and happy but we don’t take it for granted and we didn’t expect it in a million years. AAMI entrusted us with a massive piece of technology and to be honest, the app has turned out exactly how we wanted; it needed to fit with Australian standards and it has."

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