As concepts go, it's more than a little creepy at first. Allow Ad Nut to paint the scene.
You're driving along Australia's Great Ocean Road, on the recent Labour Day long weekend. The car snacks are flowing, the weather is beautiful and the views are stretching out before you. Your Spotify soundtrack is, quite frankly, epic. You're approaching the gorgeous coastal town of Anglesea, with its rugged cliffs and beaches, when suddenly a voice says: "So! You're driving through Anglesea. You're not alone."
This sense of being spied on—actually a result of advanced geo-targeting capabilities that allow ads to be served to you when you reach a certain location—retains the advantage of novelty, at the moment. Ad Nut is sure there'll be some time in the future when we won't be surprised by ads' ability to find and target us wherever we are.
But while it remains unusual, the floor is open for brands to take advantage, and insurance company AAMI, in partnership with Ogilvy Melbourne, has done this here to great effect.
The creepy-sounding ad, which was delivered to listeners via Spotify as they approached Anglesea, continues: "Plenty of cyclists share the road. Be on the lookout for Lycra, and be careful overtaking in the next few kilometres."
The campaign features six such "driver reminders from AAMI" in total, each served at a particularly dangerous spot on Victoria's Great Ocean Road over the long weekend. Cleverly, it also used frequency capping to avoid locals hearing the ads every time they drove through the same place.
As a measure of its success, the campaign is due to survive beyond the weekend, with more ads reaching inner-city Melbournites coming soon.
Executive Manager Marketing Insurance: Mark Behr
Marketing Manager AAMI: Toby Gill
Go To Market Lead: Olivia Rourke
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Creative Director: Lenna Boland
Associate Creative Director: Tom Russell
Senior Art Director: Axel Tagg
Producer: Annie Thiele
Group Account Director: Milly Scott
Senior Account Director: Belinda Bassingthwaighte
Account Manager: Alexandra Leahy
Media: OMD Sydney
Business Director: Thad King
Account Manager: Joe McCabe
Sound Design: Sam Hopgood, Bang Bang
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