Ad Nut
Mar 3, 2017

Auto insurer app-ifies driving practice, 'because 2017'

With Ogilvy Melbourne, AAMI introduces an app for young drivers to track their practice progress.

Young people learning to drive in Australia have traditionally kept track of their practice hours in state-mandated paper-and-pencil logbooks. Now AAMI has introduced SmartPlates, an app that not only logs driving hours but also tracks aspects such as route choice, weather, road type and traffic conditions to help learners ensure they're getting well-rounded experience. Meanwhile, 'coaching' notifications encourage more practice, and the app also allows friends to compete. The app also has features that discourage phone access while driving. 

So far, South Australia is the first state to accept PDFs printed from the app as an official record of completed learner driver hours.

Ad Nut is impressed by the actual app, by the fact that the company is pressing the government to accept electronically collected logbooks and by the campaign itself. This is a great way for the insurer to build loyalty among both current customers (parents) and the young people who will one day become customers. Ad Nut particularly enjoys the exasperated attitude over antiquated, non-tech ways of doing things that's infused throughout the video above.


Agency Credits – Ogilvy Melbourne
Creative Team
Executive Creative Director - David Ponce de Leon
Senior Art Director - Karsten Jurkschat
Senior Copywriter - Alex Little
Account Service team
CEO - David Fox
Head of Strategy - Gavin McMillan
Managing Partner - Michael McEwan
Group Account Director - Belinda Danks-Woodley, Sarah Bailey
Account Director - Belinda Bassingthwaighte
Account Manager - Jessica McColl
Digital Development Team
National Head of Digital - Jason Davey
Head of Digital - Alistair Bruyns
Technical Director - Josh Bondy, Tim Chapman
Senior Digital Project Manager - Alex McNeilly
UX Director - Gina Hughes
Design Team
Digital Art Director - Mark Tompkins
Senior Digital Designer / UX Designer - Rani Shabtai
Senior Designer – Jesse Steinfort

Agency Credits – Ogilvy PR
Public Relations Team
Associate Director - Kate Aurel-Smith
Senior Account Director – Bronte Tarn-Weir
Account Manager – Sonia Heng
Account Executive – April Gore

Client credits:
Project Team
Project Lead -  Lauren Shepherd
Project Manager – Alok Pandit
Digital Self Service Specialist – Andrew Muir
Technical Team - Albert Kalaja, Kiran Abraham, Ngoc Nguyen, Michael La
Marketing Team
EGM Brand and Marketing - Kristi Woolrych
Head of Brand and Marketing - Tim Hernadi
EM, AAMI Brand and Marketing - Michelle Martinis
AAMI Marketing team - Michelle Martinis, Jo-Anne Tierney, Claire Whish-Wilson, Catherine Bloxsom, Angela Grogan, Anthony Russell 

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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