AAMI launches new innovation AAMI SmartPlates app for learner drivers via Ogilvy, Melbourne


1_Screens.jpgOne of Australia’s leading insurers, in collaboration with Ogilvy Melbourne, has launched AAMI SmartPlates, an innovative app giving L-platers an alternative to the traditional logbook.

AAMI SmartPlates allows young drivers to track their learning progress in real time and pinpoints skills that need practicing. It uses smartphone technology to live-track a learner’s hours, route choice, weather, road and traffic conditions, and then provides comprehensive feedback on progress.

2_Film.jpgAAMI is a Suncorp brand and the company’s chief customer experience officer, Mark Reinke, said: “AAMI research indicates young Australian drivers are most at risk of being involved in an accident. 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 3_Coach.jpgwe teach our kids to drive and bring the Learner Driver program into the digital world.”

Says David Ponce de Leon, executive creative director, Ogilvy in Melbourne: “This massive digital undertaking is in line with Ogilvy’s belief that any brand can ‘say’, but great brands ‘do’. AAMI SmartPlates brings AAMI’s ‘Not Very 5_Outdoor.jpgInsurancey’ brand platform to life by evolving the insurance company from one that simply covers accidents, to one that aims to prevent them from happening.

“It’s a big idea that proves AAMI is truly different and we believe it can make a real difference to road safety.”

The AAMI SmartPlates powerful ‘Road Block’ feature switches on whenever a Learner starts driving. On Android devices, ‘Road Block’ silences all incoming calls, sending the caller an automated response informing them their friend is behind the wheel. On iOS devices, Learners receive a personalised message of discouragement when phone access is detected.

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

Supported by a cinema, digital, film, social and outdoor marketing campaign, AAMI SmartPlates launches this week. It’s the latest in a series of digital initiatives from the brand following the successful launch of the AAMI Access app and the AAMI Lucky Club.

South Australia is the first state to accept AAMI SmartPlates as an official record of completed learner driver hours.


The AAMI SmartPlates App is available for free download now on the App Store and Google Play.

Agency Credits – Ogilvy Melbourne

Creative Team

Executive Creative Director – David Ponce de Leon

Senior Art Director – Karsten Jurkschat

Senior Copywriter – Alex Little

Account Service team

CEO – David Fox

Head of Strategy – Gavin McMillan

Managing Partner – Michael McEwan

Group Account Director – Belinda Danks-Woodley, Sarah Bailey

Account Director – Belinda Bassingthwaighte

Account Manager – Jessica McColl

Digital Development Team

National Head of Digital – Jason Davey

Head of Digital – Alistair Bruyns

Technical Director – Josh Bondy, Tim Chapman

Senior Digital Project Manager – Alex McNeilly

UX Director – Gina Hughes

Design Team

Digital Art Director – Mark Tompkins

Senior Digital Designer / UX Designer – Rani Shabtai

Senior Designer – Jesse Steinfort

Agency Credits – Ogilvy PR

Public Relations Team

Associate Director – Kate Aurel-Smith

Senior Account Director – Bronte Tarn-Weir

Account Manager – Sonia Heng

Account Executive – April Gore

Client credits:

Project Team

Project Lead –  Lauren Shepherd

Project Manager – Alok Pandit

Digital Self Service Specialist – Andrew Muir

Technical Team – Albert Kalaja, Kiran Abraham, Ngoc Nguyen, Michael La

Marketing Team

EGM Brand and Marketing – Kristi Woolrych

Head of Brand and Marketing – Tim Hernadi

EM, AAMI Brand and Marketing – Michelle Martinis

AAMI Marketing team – Michelle Martinis, Jo-Anne Tierney, Claire Whish-Wilson, Catherine Bloxsom, Angela Grogan, Anthony Russell