Home Apps AAMI launches SmartPlates initiative for learner drivers

AAMI launches SmartPlates initiative for learner drivers

Insurance company AAMI has launched a new app — Smart Plates — which gives learner drivers an alternative to the traditional logbook.

SmartPlates allows young L-plate drivers to track their learning progress in real time and pinpoints skills that need practising.

The app uses smartphone technology to live-track a learner’s hours, route choice, weather, road and traffic conditions, and then provides comprehensive feedback on progress to the driver.

The app has been developed in collaboration with Ogilvy Melbourne and learner drivers using the app will be exposed to an evolving database of more than 40 driving tips, written by qualified driving instructors.

The AAMI SmartPlates Road Block feature switches on whenever a learner starts driving and on Android devices, Road Block silences all incoming calls, sending the caller an automated response informing them their friend is behind the wheel. On iOS devices, learners receive a personalised message of discouragement when phone access is detected.

AAMI is a Suncorp brand and the company’s chief customer experience officer, Mark Reinke, says AAMI research indicates young Australian drivers are most at risk of being involved in an accident.

“As it’s no secret that millennials use technology to manage almost every aspect of their lives, we thought it was time to rethink how we teach our kids to drive and bring the learner driver program into the digital world.”

David Ponce de Leon, executive creative director, Ogilvy Melbourne, said: “This massive digital undertaking is in line with Ogilvy’s belief that any brand can ‘say’, but great brands ‘do’. AAMI SmartPlates brings AAMI’s ‘Not Very Insurancey’ brand platform to life by evolving the insurance company from one that simply covers accidents, to one that aims to prevent them from happening.

“It’s a big idea that proves AAMI is truly different and we believe it can make a real difference to road safety,” he said.

Supported by a cinema, digital film, social and outdoor marketing campaign, AAMI SmartPlates has now been launched and is the latest in a series of digital initiatives from the brand following the successful launch of the AAMI Access app and the AAMI Lucky Club.

South Australia is the first state to accept AAMI SmartPlates as an official record of completed learner driver hours.

To access SmartPlates click here.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).