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Top 6: November 24th 2021
Interactive
AAMI: AAMI Rest TownsTop 6: November 24th 2021
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 transport 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
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