As Australia’s most popular music streaming service, Spotify has fast become the soundtrack of choice for many Australians whilst in their cars. Across the Victoria Labour Day long weekend, the AAMI ‘Warning Spots’ campaign, created by Ogilvy Melbourne, used geolocation targeting to alert drivers of impending road hazards via Spotify native ads.
“Utilising data about recent Victorian road accidents, dangerous hotspots on some of Australia’s busiest roads were identified. By using sophisticated geo-targeting capabilities, AAMI was able to serve bespoke ads to Spotify listeners in precise locations, warning them of the specific dangers ahead,” said Toby Gill, Marketing Manager, AAMI.
Launched along Victoria’s Great Ocean Road over the Labour Day long weekend, AAMI ‘Warning Spots’ was delivered to listeners approaching the six most dangerous locations, with additional geo-targeted ads to come to listeners near inner-city Melbourne accident hotspots. It is anticipated that the campaign will continue.
Frequency capping was used to avoid re-playing the ads to locals and there were different ‘Warning Spot’ messages served to listeners as they approached each of the six most dangerous locations. As safety is also of utmost importance to Spotify, drivers were served Audio ads so they could hear the message without interacting with the app.
“We were excited to work with AAMI on their initiative to make the roads a safer place. The campaign made great use of geo-targeted, audio creative that we hope will continue to resonate with drivers going forward,” said Matt Bryant, Creative Strategist AUNZ, Spotify.
David Ponce de Leon, ECD, Ogilvy Melbourne said: “Road Safety is at the heart of everything AAMI stands for. And road trips, especially on a long weekend are a major part of what it means to be Australian. We were thrilled to be able to partner with the Spotify platform in such an innovative way that helped to keep Australians safe on our roads.”
Video can be viewed here: https://youtu.be/KIqysyy-sX8
Executive Manager Marketing Insurance: Mark Behr
Marketing Manager AAMI: Toby Gill
Go To Market Lead: Olivia Rourke
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Tom Russell
Senior Art Director: Axel Tagg
Producer: Annie Thiele
Group Account Director: Milly Scott
Senior Account Director: Belinda Bassingthwaighte
Account Manager: Alexandra Leahy
Media: OMD Sydney
Business Director: Thad King
Account Manager: Joe McCabe
Sound Design: Sam Hopgood, Bang Bang
Ogilvy Melbourne is part of WPP AUNZ, Australasia’s leading creative transformation company.