AAMI and Spotify aim to keep Victorians safe on the road with new campaign via Ogilvy Melbourne
As Australia’s most popular music streaming service, Spotify has fast become the soundtrack of choice for many Australians whilst in their cars. Across the Victoria Labour Day long weekend, the AAMI ‘Warning Spots’ campaign, created by Ogilvy Melbourne, used geolocation targeting to alert drivers of impending road hazards via Spotify native ads.
Says Toby Gill, marketing manager, AAMI: “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.”
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 to come to listeners near inner-city Melbourne accident hotspots. It is anticipated that the campaign will continue.
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. As safety is also of utmost importance to Spotify, drivers were served Audio ads so they could hear the message without interacting with the app.
Says Matt Bryant, creative strategist AUNZ, Spotify: “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.”
Says David Ponce de Leon, ECD, Ogilvy Melbourne: “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.”
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
Group Account Director: Milly Scott
Senior Account Director: Belinda Bassingthwaighte
Account Manager: Alexandra Leahy
Media: OMD Sydney
Business Director: Thad King
Account Manager: Joe McCabe
Sound Design: Sam Hopgood, Bang Bang
Ogilvy Melbourne is part of WPP AUNZ, Australasia’s leading creative transformation company.
24 Comments
Tremendous idea! Well done AAMI and Ogilvy.
Curious as to how this works with Spotify Subscribers where no ads are played?
So you just recreated road signs as radio ads on a platform that no one hears the ads?
Does Spotify even run ads any longer? Haven’t heard one in ages…
A great idea, but the reality is that less than 20% of Aussie’s on spotify are using the free, ad funded model.
So, you need someone to be playing spotify as the they approach the exact area and hope they are in the 2 in 10 users who actually here ads, and that there is an ad break at the right time. Then, they need to actually pay attention to the ad.
As I said, a lovely idea on the surface but this is going to have literally no real world impact.
You’ve made road signs into radio ads, how dull. What’s next you gonna turn traffic signals into social content to get people to stop scrolling while driving?
The pressure’s always on (internally and externally) to enter stuff into awards.
I guess this will get a run if there’s a shallow pool to choose from.
Great use of data, except the really really obvious data. You know, the one about free Spotify users and how there’s no way they’ll pay for top tier insurance or probably own a car worth insuring anyway…
The usual CB negative response to a clever idea turning something annoying (ads) into something useful. Those who can, do. Those who can’t, talk shit. CB at its best.
Hmmmm, except the point most of the people are making is that this actually isn’t useful. In any way.
Those who can, do. Those who can’t, make shallow award fodder.
This is so unbelievably dull that I wonder why anyone even bothered.
“If you’re driving down a road, there may be cars coming from the opposite direction, and trees on the nature strip.”
Fucking hell. Surely this isn’t an award entry?
Come on guys… it’s a cool idea.
Sure it won’t reach everyone everywhere and probably won’t pick up an effectiveness award but I doubt that’s what they’re aiming for here.
I wouldn’t listen to most of the comments here on CB. Haters gonna hate.
Wheeewww Thiele!!
It’s actually well over 50% of Aussies using the free, ad-funded Spotify.
And yep, someone needs to be playing Spotify at they approach the exact area and they need to pay attention to the ad. That’s the idea!
You know what would get rid of the negative comments on this blog? Agency’s stop making scammy ideas that don’t work. Every year before award season there’s a slew of things like this and every year people try to defend them. So here’s to a positive year on the blog and more worthwhile, real communications.
nice little idea – well done Ogilvy and AAMI. Seems to make sense and excellent use of data etc.
This reminds me of the scam idea we did called black spot beacons.
It’s like I always say – The simpler the better
Slow down, approaching Chickens Plus! xoxo
I guess if you have a road safety client you’ve got to have a go at making some award entries. This won’t be making anyone or any client famous.
The ads are fine. Cool. Whatever.
Can we talk about the fact that someone spent time (and not an inconsiderable amount by the look of it) designing a custom logo (safety spots) for what is essentially a handful of radio spots. I repeat: someone designed a logo for some radio ads.
Beg your pardon: “warning spots”
Nice work. Not sure why anyone would have an issue with a brand trying to make the roads safer? Good use of Spotify and data.
Would certainly make my drive down the Great Ocean Road in my new Porsche safer if I had one.
I take it back, yesterday i took the completely cynical view that these ads existed to reel in more AAMI customers, and therefore they’re a failure as they’ll only reach poor uni kids who can’t afford Spotify. The reality is that these poor uni kids who can’t afford spotify are the best people to reach from a road safety point of view. Well done team.
kinda reminds me of that ad that skittles made recently. you know, the one that was designed to only ever be viewed by one person? Except i’m not sure this ‘campaign’ even managed that.