— PROJECT NAME
Rest Towns
— CLIENT
AAMI
— ROLE
Creative Lab Lead
— AWARDS
Cannes Lions Gold Winner:
🥇 Use of Data-driven Insights
🥇 Data-driven Targeting
AAMI reimagined road safety for young Australians by transforming routine rest stops into personalised travel experiences. Combining Spotify playlists timed to two-hour driving intervals with a real-time recommendation engine, the campaign guided drivers to tailored destinations based on their interests, supported by custom Waze pins and geo-targeted prompts. By blending behavioural data, location technology, and cultural relevance, the initiative turned a traditional public safety message into an engaging, interactive experience that encouraged safer driving habits.
- Results
70% reduction in accident claims during campaign period
5,466 km of road covered
8M+ young drivers reached
35M+ social impressions generated
- 52 AAMI Rest Towns activated across Australia
