ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Response / Real-time Activity
Annual ID
OA22_SM006M
Description
In Australia, driving distances are huge. That’s why it’s important to stop and rest to decrease your chances of fatigue. AAMI RestTowns is a data informed, targeted media, road safety initiative encouraging young drivers to stop and rest every 2 hours in rural Aussie towns. Every year, AAMI collects comprehensive data from thousands of road accidents across Australia, into their AAMI Crash Index. Using this data, we identified the longest and most dangerous stretches of road and selected specific rural towns where young drivers could stop and rest, based on their local attractions. Then, used Facebook, Spotify, Waze and Tik-Tok to connect in real-time; combining geo, time and in-car data targeting to encourage them to stop in an AAMI RestTown.
Fatigue is the third biggest killer on Australian roads. Our country has some of the longest driving distances in the world. That’s why authorities recommend stopping to rest every 2 hours for at least 15 minutes. Young drivers are the most at risk, because they tend to power through to their destination without stopping to rest.
AAMI, Australia’s leading motor insurance company, knows accident numbers spike over the summer holidays, as young drivers hit the road on long road trips. Our challenge was to create a road safety campaign to encourage young Aussies to stop and rest particularly on the longest and most dangerous stretches of road.
Making Australians safer is at the heart of everything AAMI does. We thought it was time for an innovative solution to make young drivers a little safer and help reduce the number of accidents over the easter holidays.
Fatigue is the third biggest killer on Australian roads. Our country has some of the longest driving distances in the world. That’s why authorities recommend stopping to rest every 2 hours for at least 15 minutes. Young drivers are the most at risk, because they tend to power through to their destination without stopping to rest.
AAMI, Australia’s leading motor insurance company, knows accident numbers spike over the summer holidays, as young drivers hit the road on long road trips. Our challenge was to create a road safety campaign to encourage young Aussies to stop and rest particularly on the longest and most dangerous stretches of road.
Making Australians safer is at the heart of everything AAMI does. We thought it was time for an innovative solution to make young drivers a little safer and help reduce the number of accidents over the easter holidays.
2022 Awards
Total Points: 2
Merit Award
Credits
Agency
Ogilvy Australia / Melbourne
Client / Brand
AAMI (Suncorp) / Melbourne
Music / Sound Production Company
Spotify
Media Distribution Company
OMD
Art Director
Ben Ryding
Copywriter
Bec Matlioski
Creative Director
David Ponce de Leon
Lenna Boland
Ryan Clayton
Producer
Annie Thiele
Mia Ruwhiu
Account Director
Alexandra Leahy
Senior Account Director
Benedict Smith
Stephanie Nikolovski
AAMI Marketing Lead
Olivia Rourke
AAMI Marketing Manager
Toby Gill
Account Manager
Oliver Corcoran
EGM Brand & Marketing
Mim Haysom
Group Account Director
Angus Pearce
Milly Scott
Group Content Lead
Angie Moore
Group Sales Manager
Hayley Treasure
Head of Mass Brands & Sponsorships
Rapthi Thanapalasingam
Head of Strategy
Virginia Pracht
Manager, Content Marketing
Heidi Storey
Marketing Specialist
Amy Wagner
Print Producer
Brendan Hanrahan
Senior Social Creative
Julia Stretch
Social Creative
Robbie Ten Eyck
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