AAMI turns road safety into a sport to encourage safer driving in new campaign via Leo Australia

National insurer AAMI is setting the record straight on who’s a safer driver through a new national road safety initiative, giving Aussie drivers the chance to test and hone their skills. Created by Leo Australia, ‘The AAMI Driving Test (ADT)’ will see Aussie drivers square off against each other to secure the title of one of Australia’s safest drivers.

 

The national integrated campaign is built on the insight that far more money and effort is spent on penalising poor driving rather than rewarding and recognising good driving.

The competition kicks off at one of the country’s largest sporting events, the AFL Grand Final, and invites all Australian drivers aged 18 years and older to take part through the AAMI app – competing for thousands of dollars in prizes and, of course, bragging rights.

ADT uses mobile phone telematics data and insights to measure and score drivers across five dangerous behaviours – speeding, cornering, hard braking, acceleration and phone use, providing insights on how they can improve their driving scores

Stirring up Aussies’ natural competitive spirit, drivers are surveyed on sign-up to identify what cohorts they belong to. Throughout the campaign, online and DOOH leaderboards will regularly feature updates on which groups are driving the safest pitting mate against mate, state against state, AFL fans against NRL fans, early birds against night owls, blondes against redheads, and the list goes on. The leaderboards will also serve as a channel to deliver road safety messages throughout the campaign.

A multichannel approach will keep the competition front of mind throughout the 6-month campaign and encourage Australians to participate. Data-led media targeting will be activated at DOOH locations where rival groups gather, such as around sporting grounds and suburbs.

Says Mim Haysom, Executive General Manager Brand and Customer Experience,  Suncorp:  “The AAMI Driving Test is an innovative and engaging way to encourage Australian drivers to adopt safer habits behind the wheel.

“Since 2022 we’ve analysed more than 500 million kilometers of national driver telematics data, and early analysis has shown those who start with lower scores and use these insights do become better drivers.

“Dangerous driving, and in particular distracted driving, is an increasing problem on our roads which requires urgent attention. New AAMI research shows Australian drivers tend to believe they are safer behind the wheel when compared to other drivers.

“ADT puts that to the test and empowers all drivers with the knowledge and customised feedback to assess and improve their own behaviours while driving, with the aim of helping them avoid an accident from happening in the first place.”

Says Tim Woolford,  Executive Creative Director, Leo Australia: “Only in Australia could you turn a serious topic like road safety into a competition. That’s the beauty of this idea – it takes something fundamentally serious and gives it the energy of a national sport. The Driving Test was the creative idea we won the pitch with last year, and it has been many months of hard work from hundreds if not thousands of people to realise it. We’re incredibly grateful to partner with AAMI to build on their decades-long commitment to creating safer roads. I am not available to comment on what my current drivers score reads, but rest assured I will try and improve it.”

The integrated campaign launched during one of the most competitive and high-stakes events of the year – the AFL Grand Final. The launch film is accompanied by a suite of films educating Aussies on how to improve their driver scores, national OOH that fans the flames of competition, as well as PR activations, social and influencer activity, TV and Radio integrations.

The competition will conclude on February 9, 2026, with monthly prize draws to keep the competition hot.

Find out more about the AAMI Driving Test here: aami.com.au/aami-driving-test

AAMI
Mim Haysom – EGM Brand and Customer Experience
Rapthi Thanapalasingam – Head of Brand and Content
Julia Reimnitz – AAMI Marketing Manager
Rosaleen Rayner – AAMI Marketing Lead
Lisa Marshall – AAMI Marketing Specialist
Yvette Braybrook – AAMI Marketing Specialist

Leo Australia
Clare Pickens – CEO
Andy Fergusson – Chief Creative Officer
Dave Bowman – Chief Creative Officer Publicis ANZ
Tim Woolford – Executive Creative Director
Tommy Cehak – Executive Creative Director
Adam Frazer – Associate Creative Director
Nick Timms – Senior Creative
Ben Pearce – Senior Creative
Catherine King – Chief Strategy Officer
Mitch Hunter – Group Strategy Director
Amanda Wheeler – Chief Client Partner
Hannah Austin – Group Business Director
Tash Tollo – Account Director
Geraldine Buzzo – Conceptual Designer
Johnson Diep – Conceptual Designer

PXP
Michael Demosthenous – National Director of Production
Justine Dooner – Executive Producer
Leigh Woodhams – Senior Producer
Chelsea Higgs/Jayde Machell – Production Project Managers
Dan Meyers – Head of Multimedia Operations
William Rollo – Senior UI Designer
Holly Bradridge/Nicola Yeo – Multimedia Studio artists
Zoe Bright – Digital Designer

Scoundrel
Ariel Martin – Director
Kate Gooden & Adrian Shapiro – Executive Producers
Tessa Simpson – Producer
Campbell Brown – DOP
Adam Wills – Editor

Post Production: Heckler
Executive Producers: Amy Jarman, Steven Marolho
ECD: Jamie Watson
Head of 3D: Tom Corbett
Lead Flame: Julian Ford
Animation: Jordan Sykes, Adrien Girault
3D: Andy Yang, Philip Wang, Maud Chapuis, Rachael Tedesco
Flame: James Corden, Karen Fabling, Richard Lambert
Colourist: Fergus Rotherham
Compositing: Jedidah Morrison
IO: Daniel Page, Liam McConville

Level Two – Music Supervision
Rumble – Sound Production
Casting – Citizen Jane

OMD
Sian Whitnall – Co-CEO
Lisa Leach – Client Partner
Anna Higgins – Business Director
Kayte Holmes – Business Director
Rich Garratt – Head of Comms Planning
Paul Baker – Head of Business Strategy
Holly Caspers – Senior Account Manager
Alyssa Mounarath – Senior Account Manager
Barbara Lezanski – Media Implementation Group Director
Lindsay Beeren – Media Partnerships Group Director
Nick Hurley – Head of Create Sydney
Matt Clear – Sports Partnerships Director
Lachlann Macrae – Sports Partnerships Manager
Helen Duguid – Partnerships Director
Kelly Dos Santos – Activation Manager