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2018 One Show - Public Relations

AAMI SmartPlates

Agency Ogilvy Australia / Melbourne + Ogilvy PR / Melbourne

Client AAMI
BACK TO RESULTS

Annual ID

OS_PR18060M

About the Work

Situation. 45% of all young Australian deaths are due to road traffic accidents. In Australia, learner drivers (or L-Platers) are required to record at least 120 hours of supervised driving on a variety of road conditions using a government mandated manual analog logbook; in order to get their learner’s license. An old-school system which is stressful, inaccurate and doesn’t add any value. Brief. AAMI, Australia’s leading insurance company knew young drivers were the most at-risk. But when we started researching why, we discovered that the way they learn to drive hasn’t changed in 50 years. We needed an innovative solution to an age-old problem. Objectives. Making our roads safer is at the heart of everything AAMI stands for. We thought it was time to update how we teach our kids to drive, keep them safe and help create a safer generation of drivers.