Some 90% of Australians report driving while distracted, and nearly a third say they’ll keep up this dangerous habit unless they get into an accident, according to a study by insurer AAMI.
To curb these poor driving behaviours, AAMI, a subsidiary of Suncorp, has launched an integrated campaign that gamifies and encourages safe driving by rewarding Aussie drivers instead of penalising risky behaviour on the road.
Created by Leo Australia, the six-month-long campaign comprises ‘The AAMI Driving Test’, a national competition where drivers over 18 can compete to become one of the country’s safest drivers, launched with a 90-second spot.
The driving test, which can be accessed on the AAMI app, measures the telemetric data of drivers across various behaviours, including speed, hard breaking, cornering, and phone use. Drivers can also obtain insights on how they can drive better and improve their scores.
A leaderboard will track the drivers and groups with the best score, in addition to delivering road safety messages. Those who engage in safe practices on the road and sign up for AAMI’s reward programme can win more than $60,000 (AU$90,000) in prizes, which will be awarded monthly.
The launch film features dozens of Australians from all walks of life—a Gen Z in a hot pink sedan, a tattooed trucker, a suited-up agent in a convertible, among others—squaring off to compete on who’s the safest driver. While one driver brags about how he uses turn signals, another chimes in that he checks his blind spots. The ad cheekily ends with the drivers easing into acceleration as the traffic lights turn green, while their test scores tick upward steadily on the screen.
“Only in Australia could you turn a serious topic like road safety into a competition. That’s the beauty of this idea—it takes something fundamentally serious and gives it the energy of a national sport,” said Tim Woolford, executive creative director at Leo Australia.
“New AAMI research shows Australian drivers tend to believe they are safer behind the wheel when compared to other drivers. ADT puts that to the test and empowers all drivers with the knowledge and customised feedback to assess and improve their own behaviours while driving, with the aim of helping them avoid an accident from happening in the first place,” added Mim Haysom, executive general manager, brand and customer experience at Suncorp.
The competition launched at the AFL Grand Final on 27 September and ends on 9 February 2026. The campaign spans digital, OOH, TVC, radio, social, and PR activations.
Credits:
AAMI
Mim Haysom – EGM Brand and Customer Experience
Rapthi Thanapalasingam – Head of Brand and Content
Julia Reimnitz – AAMI Marketing Manager
Rosaleen Rayner – AAMI Marketing Lead
Lisa Marshall – AAMI Marketing Specialist
Yvette Braybrook – AAMI Marketing Specialist
Leo Australia
Clare Pickens – CEO
Andy Fergusson – Chief Creative Officer
Dave Bowman – Chief Creative Officer Publicis ANZ
Tim Woolford – Executive Creative Director
Tommy Cehak – Executive Creative Director
Adam Frazer – Associate Creative Director
Nick Timms – Senior Creative
Ben Pearce – Senior Creative
Catherine King – Chief Strategy Officer
Mitch Hunter – Group Strategy Director
Amanda Wheeler – Chief Client Partner
Hannah Austin – Group Business Director
Tash Tollo – Account Director
Geraldine Buzzo – Conceptual Designer
Johnson Diep – Conceptual Designer
