AAMI Insurance
Australia’s Driving Test
We spend billions every year on road safety enforcement, but comparatively very little on engagement. So, we flipped the script and turned road safety into a national sport.
With AAMI, Australia’s largest motoring insurer, we launched The AAMI Driving Test - a first-of-its-kind competition that swaps punishment for reward, giving Aussies the chance to prove who’s really the safest behind the wheel.
Using a telematics powered app, Aussies were scored on behaviours like speeding, braking and phone use, then thrown onto leaderboards pitting mate against mate, state against state, even AFL fans against NRL fans. The prize? Bragging rights, cash - and safer roads for everyone.
Australia’s Driving Test
We spend billions every year on road safety enforcement, but comparatively very little on engagement. So, we flipped the script and turned road safety into a national sport.
With AAMI, Australia’s largest motoring insurer, we launched The AAMI Driving Test - a first-of-its-kind competition that swaps punishment for reward, giving Aussies the chance to prove who’s really the safest behind the wheel.
Using a telematics powered app, Aussies were scored on behaviours like speeding, braking and phone use, then thrown onto leaderboards pitting mate against mate, state against state, even AFL fans against NRL fans. The prize? Bragging rights, cash - and safer roads for everyone.
Awards & Recognition
CMO Awards
Best Growth Initiative of the Year
CMO Awards
Best Growth Initiative of the Year
The campaign was launched at the AFL Grand Final with a TV spot, Directed by Ariel Martin and Produced by Scoundrel.
CCO: Andy Fergusson, ECD: Tim Woolford, ACD: Adam Frazer, Senior CW: Nick Timms.