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Duelling Drivers Compete with Safe Drive App from Ogilvy Melbourne

Ogilvy & Mather Asia Pacific, 2 years, 9 months ago

AAMI Insurance campaign allows Australians to track their driving skills

Duelling Drivers Compete with Safe Drive App from Ogilvy Melbourne

It’s a drag race of a different kind; Neil (aka sexy fireman) and Gaz (formerly a sexy nurse) challenge each other at speeds of 40kmph to see who is the safest driver, in the latest AAMI campaign showcasing the exciting new Safe Driver App.

Developed by Ogilvy Melbourne and launching over the summer, the new campaign aims to further strengthen and promote AAMI’s commitment to driver safety.

Utilising the characters of Neil and Gaz – stars of the recent Claim Assist App and Talk to a Real Person TVCs, among others - the integrated campaign includes a national promotion, encouraging drivers to download the App and test their driving skills with the aim of being crowned Australia’s Best Driver.  The winner has the chance to take home $100,000.

AAMI’s Executive Manager Marketing, Josh Wittner said: “This new App is an incredible new initiative that allows drivers to track their driving skills, receive a score on their driving ability, and compare who’s a better driver out of their friends and family. 

“The creative cleverly introduces the concept of competition in a safe driving format; continued use of Neil and Gaz was a natural choice given how popular they have proven in previous campaigns.”

Ogilvy Melbourne ECD Brendon Guthrie said: “People are naturally competitive and there’s an inherent self-satisfaction in beating others and earning bragging rights. Driving is no exception, but we needed to ensure it was demonstrated within the limits of safe driving.  Enter Neil and Gaz, who tap into this competitive insight in a humorous way that still reinforces the values of driver safety that AAMI have become so famous for.”

The new campaign is supported by Digital, Outdoor, Online, Social Media, and Radio.  It runs until March, when a second phase of activity will be launched.

The AAMI Safe Driver App can be downloaded here:


Advertiser: AAMI

Creative Agency

Account Director: Toby Gill

Account Manager: Rebecca Lawler

Agency Production: Lauren Free

Art Director: Jesse McCormack

Copywriter: Lenna Boland

Executive Creative Director: Brendon Guthrie

Group Account Director: Matt Rose

Production Company

Director: Matt Kamen

Producer: Llew Griffiths

Production Company: Good Oil

Category: Finance/insurance , Insurance

Genre: Apps