David Ponce de Leon from Ogilvy Melbourne teams up with Spotify for new AAMI campaign aimed at keeping Victorians road safe.
The new AAMI ‘Warning Spots’ campaign, aimed at keeping Victorians safe on the road, used geolocation targeting to alert drivers of impending road hazards via Spotify native ads.
Launched along Victoria’s Great Ocean Road over the Labour Day long weekend, AAMI ‘Warning Spots’ was delivered to listeners approaching the six most dangerous locations, with additional geo-targeted ads tnear inner-city Melbourne accident hotspots.
Toby Gill, AAMI marketing manager, says dangerous hotspots on some of Australia’s busiest roads were identified using data about recent Victorian road accidents.
"By using sophisticated geo-targeting capabilities, AAMI was able to serve bespoke ads to Spotify listeners in precise locations, warning them of the specific dangers ahead,” Gill says.
Frequency capping was used to avoid re-playing the ads to locals, and there were different ‘Warning Spot’ messages served to listeners as they approached each of the six most dangerous locations. Drivers were served audio ads, as a safety measure, so they could hear the message without interacting with the app.
David Ponce de Leon, ECD at Ogilvy Melbourne, says: “Road Safety is at the heart of everything AAMI stands for. And, road trips, especially on a long weekend are a major part of what it means to be Australian. We were thrilled to be able to partner with the Spotify platform in such an innovative way that helped to keep Australians safe on our roads.”
Spotify says: "We were excited to work with AAMI on their initiative to make the roads a safer place. The campaign made great use of geo-targeted, audio creative that we hope will continue to resonate with drivers."