AAMI Warning Spots combine multiple data sources to deliver a world-first in road safety messages: Spotify ads using advanced geotargeting to pinpoint a driver’s precise location and alert them to a specific road hazard ahead. For years, AAMI Insurance has been collecting data from thousands of accidents across Australia. This knowledge, in combination with additional data from government reports and news items help us identify not only the exact locations of accident hotspots, but also their major causes. Using Spotify’s superb geolocation capabilities, we can then target drivers approaching these accident hotspots and warn them of the oncoming dangers ahead.

Situation: There are too many avoidable accidents on Australian roads. No one knows this better than AAMI, Australia’s leading motor insurance company. Every year, AAMI collects comprehensive data from thousands of road accidents across Australia, into their annual AAMI Crash Index. Then publishes the locations of accident hotpots and major causes of accidents in an effort to make drivers aware of these dangers.

Brief: AAMI knows accident numbers spike over long weekends and holidays. Our challenge was to create a road safety campaign to remind Australians to be extra careful, particularly around the most dangerous locations. We needed an innovative solution to deliver this important message.

Objectives: Making our roads safer is at the heart of everything AAMI stands for. We thought it was time time to put all our data to good use, make our roads a little safer and help reduce the number of accidents over long weekends.

AAMI Warning Spots combine multiple data sources to deliver a world-first in road safety messages: Spotify ads using advanced geotargeting to pinpoint a driver’s precise location and alert them to a specific road hazard ahead.

AAMI was able to do this after gathering data from thousands of accidents across Australia, plus additional data from government reports, news items and other sources.

This data allowed us to identify not only the exact locations of accident hotspots, but also determine the main causes of these accidents.

Spotify is Australia’s most popular music site, used by nearly 2.5 million people. This audience is almost exclusively listening to Spotify’s mobile app, with 60% of all users using the free ad-funded platform.

Using Spotify’s advanced geotargeting, we pinpointed the precise location of drivers, matching this data with AAMI’s data to target drivers in close proximity to accident hotspots and warn them of oncoming dangers ahead.

Most people listen to music while driving, especially on long drives over holiday break periods. Creating and listening to a road trip playlist is deeply embedded in Australian culture and what used to be done on cassette tapes and CDs, now happens mostly on Spotify.

AAMI data revealed a weakness in insurance sales to young drivers. However, Australians under 30 are most likely to have a fatal car crash. They represent one-quarter of all Australian road deaths, but are only 15% of the licensed driver population.

This audience is almost exclusively listening to Spotify’s mobile app, with more than 60% using the free ad-funded platform. It made sense to partner with Spotify to deliver our message.

Rather than blanketing road safety messages that are easy to forget, AAMI Warning Spots are designed to hit the right audience at the right time and the right place forcing them to pay attention.

We launched AAMI Warning Spots on Labour Day’s long weekend from March 8-11, with a second round of airings during the Easter break in April 19-28, 2019.

We kicked off with six highly geotargeted locations along the Great Ocean Road, one of the country’s most popular destinations and also one of its most dangerous roads.

Our data revealed a number of different hazards were the main cause of accidents at each of the hotspots: tight corners, road narrows, rough surfaces and native wildlife amongst them. AAMI’s data also revealed the exact time of the day (Morning, afternoon, night) when most accidents happened.

We created different tailored messages to alert drivers of the specific hazards at each of the selected hotspots and aired them at the appropriate time.

To avoid re-playing the ads to locals, our Spotify ads were frequency capped.

AAMI Warning Spots will run in every state July 2019.

Reach numbers were restricted to Spotify listeners within small geotargeted areas in close proximity to accident hotspots.

• 64% of all Spotify listeners driving through our targeted areas were served an AAMI Warning Spot, nearly two thirds of the total audience.

• 94% completion rate. Engagement was much higher than the average Spotify ad.

• 92% positive sentiment towards AAMI Brand.

• Featured in over 40 pieces of national and international media.

• Business Impact: Our campaign was an awareness road safety message, and as such there were no specific sales or business targets. However, after the successful launch, AAMI Warning Spots will now be served all over Australia, alerting drivers of specific hazards at all major accident hotspots in every state and territory.