The road safety initiative turning rural towns into rest stops.
Fatigue is the third biggest killer in Australian roads with 70% of these fatalities being young drivers. Despite … read moretransport authorities advising drivers to stop and rest every 2 hours, young drivers on long road trips are the most at risk because they tend to power through their fatigue without stopping. In collaboration with Facebook, Spotify, Waze & TikTok we used geo-targeted media to encourage young drivers to stop every 2 hours in their nearest rural town with a specific targeted incentive.
First, using Facebook interest-based targeting we identified young drivers likely to embark on a road trip and linked them to a personalised 2 hour Spotify playlist. When our young drivers hit the road, we combined, geo, time and in-car targeting to serve dynamically tailored rest reminders through Spotify and Waze. Finally, our Tik-Tok influencers encouraged young drivers to rest by demonstrating safe resting, with 15-minute live streams from within our AAMI Rest Towns.
• +35M Social Impressions
• +8M Young Drivers Reached
• 29% Reduction in claims during campaign period
read less...
