AAMI SmartPlates|海报/平面|广告营销案例【ADGuider广告指南】

AAMI 智能板

案例简介：概要形势。澳大利亚所有年轻人死亡的 45% 是由于道路交通事故。在澳大利亚，学习者司机被要求使用政府规定的手动日志记录在各种路况下至少 120 小时的监督驾驶，以便获得驾照。一个压力大、不准确且没有任何价值的老式系统。简短。澳大利亚领先的健康保险提供商之一 AAMI 知道年轻司机最容易受伤。但是当我们开始研究原因时，我们发现他们学习驾驶的方式 50 年来没有改变。我们需要一个古老的健康问题的创新解决方案。目标。让澳大利亚人更健康、更安全是 AAMI 健康保险的核心。我们认为是时候更新我们如何教我们的孩子开车，保护他们的安全，并帮助创造更安全的一代司机了。战略数据收集。AAMI 健康保险数据显示，对年轻人的销售疲软。对保险行业来说，他们通常会选择父母的选择。我们的数据显示，年轻司机撞车的可能性是他们的 30 倍。AAMI SmartPlates 提供了学习者驾驶性能的量化视图，有助于了解潜在的技能改进和学习缺陷，并提高澳大利亚道路的安全性。目标。我们的目标不仅仅是年轻的司机，还有他们的父母。研究发现，最大的紧张是要求提交古老的驾驶时间日志来获得你的学习执照。一个限制学习潜力的老派系统。方法。我们的方法是用效用渗透驾驶练习时间。移动平台是这种工具的完美选择。它保护数据记录和验证，实现即时审查，并帮助确定改进的机会。结果达到 1600万人。•超过 100 个国家媒体报道。•88% 对 AAMI 品牌的积极情绪。•赢得的公关/广告价值超过 200万澳元 AAMI 发言人在所有赢得的媒体报道中占 73% 100% 的报道包括对 AAMI 的品牌提及。•5,193 次独特下载，100% 南澳大利亚目标在第一个月实现。•+ 第一个月访问网站 120,000。•+ 25,000 独特的下载日期。•+ 400万公里的记录，跟踪和记录全国。•行为改变: AAMI SmartPlates 受到欢迎，被认为是对道路安全的长期更新，也是澳大利亚道路和交通当局现代化的催化剂。它已得到南澳大利亚、昆士兰和塔斯马尼亚政府的正式批准, 采用我们的数字平台作为他们的主要学习者驾驶安全平台，并允许年轻司机提交他们的 AAMI 智能车牌记录时间作为驾驶经验的证明。执行开发过程花了 8 个月的时间，进行了严格的用户测试 (包括封闭测试) 和定制的应用程序调整，以符合澳大利亚不同的州政府和道路交通当局的要求。我们选择了 3 月的第一周作为推出 AAMI SmartPlates 的理想日期，因为澳大利亚高中生在漫长的暑假后重返课堂。除了我们的移动平台，我们还支持 AAMI SmartPlates 的推出，包括公关、数字媒体、数字电影、 YouTube 、电影、户外和宣传材料。学习驾驶日志是澳大利亚的法律要求，所以我们的规模是全国性的。我们首先在南澳大利亚推出，因为南澳大利亚政府是第一个正式承认 AAMI SmartPlates 为学习者司机的主要数字学习平台的国家。昆士兰州和塔斯马尼亚紧随其后。活动描述 AAMI SmartPlates，一个实时驾驶跟踪器和教练，坐落在一个新的数字学习生态系统的中心: 连接年轻司机，父母, 教练和道路交通当局第一次。AAMI SmartPlates 移动应用程序跟踪每一次驾驶的每一个细节，因此学习者可以在练习时间、路线、道路类型、天气和交通密度被实时监控和记录。捕获的数据被压缩成技能集，这样学习者、父母和教师就可以通过个性化的学习计划全面了解他们的进步、他们正在掌握的东西以及需要强化的东西。AAMI SmartPlates 教练知道为什么、何时何地需要练习，以及如何激励他们，降低过度自信和缺乏经验造成的事故风险。使用驾驶、地图和道路数据以这样一种创新的方式教授关键安全技能，这实际上有助于减少澳大利亚的道路伤害。 BriefWithProjectedOutcomes 关于我们的通信，没有任何重大限制可提。然而，AAMI 健康保险必须遵守澳大利亚不同州政府的相关法律和D 关于安全使用手机、道路规则和数据收集的规定。简要解释观众道路受伤是澳大利亚年轻人的第二大杀手。AAMI SmartPlates 通过将手机转换成实时数字驾驶跟踪器和教练，重塑了年轻人学习驾驶的方式。一个重要的健康问题的创新解决方案，可以真正改变澳大利亚的生活。

AAMI 智能板

案例简介：Synopsis Situation. 45% of all young Australian deaths are due to road traffic accidents. In Australia, learner drivers are required to record at least 120 hours of supervised driving on a variety of road conditions using a government mandated manual logbook, in order to get their license. An old-school system which is stressful, inaccurate and doesn’t add any value. Brief. AAMI, one of Australia’s leading health insurance providers knew young drivers were the most at risk of injury. But when we started researching why, we discovered that the way they learn to drive hasn’t changed in 50 years. We needed an innovative solution to an age-old health issue. Objectives. Making Australians healthier and safer is at the heart of everything AAMI Health Insurance stands for. We thought it was time to update how we teach our kids to drive, keep them safe and help create a safer generation of drivers. Strategy Data gathering. AAMI Health Insurance data revealed a weakness in sales to young people. New to the world of insurance, they usually go with their parents’ choice. Our data indicated young drivers are 30 times more likely to crash. AAMI SmartPlates provides a quantitative view of learner drivers’ performance immediately and over time, facilitating a view of potential skill improvements and learning deficiencies and increasing safety on Australian roads. Targeting. Our target wasn’t only young drivers but their parents too. Research uncovered the biggest tension is the requirement to submit the archaic logbook of driving hours to get your learner’s license. An old-school system that limits learning potential. Approach. Our approach was to infiltrate driving practice time with utility. The mobile platform is the perfect choice for such utility. It protects data recording and validation, enables instantaneous review and helps identify opportunities for improvement. Outcome • +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. Execution 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. 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. CampaignDescription 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 traffic authorities for the first time. The AAMI SmartPlates mobile app 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 sharpening via a personalised 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. Key safety skills are taught using driving, map and road data in such an innovative way that could actually help reduce Australian road injuries. BriefWithProjectedOutcomes In regards to our communications there aren’t any major restrictions to mention. However, AAMI Health Insurance had to adhere with each of the different Australian State Government relevant laws and regulations concerning safe mobile phone use, road rules, and data collection. BriefExplanation Audience Road injury is the second-biggest killer of young Australians. AAMI SmartPlates reinvents the way young people learn to drive by transforming their mobile phone into a real-time digital driving tracker and coach. An innovative solution to an important health issue that can make a real difference to Australian lives.