A 'massive digital undertaking' - AAMI overhauls L-plate logbook

Lindsay Bennett
By Lindsay Bennett | 3 March 2017
Say goodbye to your logbooks kids - Ogilvy and AAMI have a new app that is about to make your life a lot easier

AAMI and its creative agency Ogilvy Melbourne have digitally overhauled the painful process of the traditional logbook used by L-platers, launching an app that tracks learners’ driving progress.

The app uses smartphone technology to live-track a learner’s hours, route choice, weather, road and traffic conditions, and then provides feedback on where the drivers needs more practise.

Encouraging L-players to leave the log book at home, the app automatically organises every drive into a printable PDF for download.

aami 4The app is available for downlaod now

Right now the app, called AAMI SmartPlates, is recognised by the Roads and Traffic Authority (RTA) in South Australia only, with plans to get the system recognised nationally.

Naturally, there's no doubt AAMI will be hoping such a brand association will translate into more insurance sign-ups.

Mark Reinke, chief customer experience officer at Suncorp, AAMI’s parent brand, says it was time to bring the Learner Driver program into the digital world.

“As it’s no secret that millennials use technology to manage almost every aspect of their lives, we thought it was time to rethink how we teach our kids to drive and bring the Learner Driver program into the digital world,” he says.

“AAMI research indicates young Australian drivers are most at risk of being involved in an accident.”

aami 3The app encourages you to gain experience in all conditions

The AAMI SmartPlates app also has a feature that silences all incoming calls when the learner is behind the wheel and sending the caller an automated response informing them their friend is unavailable.

Ogilvy Melbourne ECD David Ponce de Leon says the launch is a big idea that proves AAMI is different and can make a real difference to road safety.

“This massive digital undertaking is in line with Ogilvy’s belief that any brand can ‘say’, but great brands ‘do’," he says.

"AAMI SmartPlates brings AAMI’s ‘Not Very Insurancey’ brand platform to life by evolving the insurance company from one that simply covers accidents, to one that aims to prevent them from happening."

aami 1

Challenge friends to become the safest

Integrating into social media, users can compete against friends to top the list of the safest driver, syncing with Facebook.

Learner drivers using the app will also be exposed to a database of more than 40 driving tips, written by qualified driving instructors.

The campaign supporting the launch rolls out across cinema, digital, social and outdoor.

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