AAMI SmartPlates, a real-time drive tracker and coach that sits at the centre of a new digital learning eco-system: connecting young drivers, parents, instructors and road authorities for the first time.

At the core, is the AAMI SmartPlates mobile app, which tracks every detail of every drive, so Learners can focus on the road while their practice hours, routes, road type, weather and traffic density, are monitored and recorded in real-time. Captured data gets crunched into skills sets so Learners, parents and instructors can gain a complete picture of their progress, what they’re mastering and what needs improvement via a customized learning plan.

AAMI SmartPlates Coach knows why, when and where they need practice and how to motivate them, reducing the risk of accidents caused by overconfidence and inexperience; using driving, map and road data in such an innovative way that could actually help reduce the Australian road toll.

The development process took 8 months with rigorous user testing (including a closed beta) and customised app adjustments to fall in line with each of the different Australian State Government and Road traffic authorities’ requirements.

We selected the first week of March as the ideal date to launch AAMI SmartPlates as Australian high school students returned to classes after their long summer break.

In addition to our mobile platform, we supported the launch of AAMI SmartPlates with an integrated campaign including PR, digital media, digital film, YouTube, cinema, outdoor and collateral.

The learner drivers’ logbook is a legal requirement in Australia, so our scale is national.

AAMI SmartPlates was placed on Apple and GooglePlay stores FREE.

We launched in South Australia first, as the South Australian Government was the first to officially recognize AAMI SmartPlates as their primary digital learning platform for Learner Drivers. Queensland and Tasmania followed shortly after.

• +16 million people reached.

• Featured in over 100 pieces of national media.

• 88% positive sentiment towards AAMI Brand.

• Earned PR/Advertising value over $2million AUD

• AAMI spokesperson featured in 73% of all earned media coverage

• 100% of Coverage included brand mention of AAMI.

• 5,193 unique downloads, 100% South Australian target achieved in first month.

• +120,000 website visits in first month.

• +25,000 unique downloads to date.

• +4 million km’s logged, tracked and recorded nationally.

• Change in behavior: AAMI SmartPlates has been welcomed as a long overdue update to road safety and a catalyst for Australian Road and Traffic authorities to modernise. It has been officially endorsed by the South Australia, Queensland and Tasmanian governments, adopting our digital platform as their primary Learner Driver Safety platform and allowing young drivers to submit their AAMI SmartPlates logged hours as proof of driving experience.