The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation in Radio & Audio
Annual ID
OS_RA20_063M
About the Work
AAMI Warning Spots combine multiple data sources to deliver a world-first in road safety messages: Spotify ads using advanced geo-targeting to pinpoint a driver’s precise location and alert them of a specific road hazard ahead. AAMI is Australia’s leading motor insurance company. For years, they've been collecting data from thousands of accidents across the country. This knowledge, in combination with additional data from government reports and news items helped us identify not only the exact locations of accident hotspots, but also their major causes. Spotify is Australia’s most popular streaming music site, used by nearly 2.5 million people. This audience is almost exclusively listening to Spotify’s mobile app, with 60% of all users using the free ad-funded platform. Using Spotify’s superb geolocation capabilities, we could target drivers approaching these accident hotspots and warn them of the oncoming dangers ahead. To avoid re-playing the ads to locals in these areas, our Warning Spots were frequency capped. Making Australia's roads safer is at the heart of everything AAMI stands for. We thought it was time to put all our available data to good use and help reduce the number of accidents on Australia's most dangerous roads.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy Australia / Melbourne
Music / Sound Production Company
Bang Bang / Melbourne
Media Distribution Company
OMD / Sydney
Art Director
Axel Tagg
Chief Technology Officer
Jason Davey
Creative Director
Lenna Boland
Executive Creative Director
David Ponce de Leon
Producer
Annie Thiele
Sound Designer
Bang Bang Studios
Writer
Tom Russell
Account Team
Belinda Bassingthwaighte
Alexandra Leahey
Milly Scott
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