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AAMI uses Spotify to warn drivers about impending road hazards

AAMI Warning Spots

Spotify has teamed up with the Australian Associated Motor Insurers (AAMI) to alert drivers of impending road hazards via Spotify native ads.

AAMI used the streaming platform’s geolocation targeting as part of a campaign called ‘Warning Spots’, created by Ogilvy, to warn listeners approaching the six most dangerous locations along Victoria’s Great Ocean Road.

Frequency capping was used to avoid re-playing the ads to locals and there were different warnings served to listeners. Drivers were served Audio ads so they could hear the message without interacting with the app.

“Utilising data about recent Victorian road accidents, dangerous hotspots on some of Australia’s busiest roads were identified. 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,” said Toby Gill, the marketing manager of AAMI.

Matt Bryant, a creative strategist for the AUNZ region at Spotify, added: “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 going forward.”

: 'Warning Spots'

Agency:
Client:
Date: March 2019
Spotify has teamed up with the Australian Associated Motor Insurers (AAMI)to alert drivers of impending road hazards via Spotify native ads.
AAMI used the streaming platform’s geolocation targeting, as part of a campaign called ‘Warning Spots’ created by Ogilvy, to warn listeners approaching the six most dangerous locations along Victoria’s Great Ocean Road.
Frequency capping was used to avoid re-playing the ads to locals and there were different warnings served to listeners. Drivers were served Audio ads so they could hear the message without interacting with the app.
 
Credits:
 
 
 
Client: AAMI
Executive Manager Marketing Insurance: Mark Behr
Marketing Manager AAMI: Toby Gill
Go To Market Lead: Olivia Rourke
 
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Tom Russell
Senior Art Director: Axel Tagg
Producer: Annie Thiele  
Tags: Australia
 
 
 
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