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'
Executive Manager Marketing Insurance: Mark Behr
Marketing Manager AAMI: Toby Gill
Executive Creative Director: David Ponce de Leon
Associate Creative Director: Tom Russell
Producer: Annie Thiele