AAMI SmartPlates, a real-time drive tracker and coach that sits at the centre of a new digital learning eco-system: connecting young drivers, parents, instructors and road authorities for the first time. At the core, is the AAMI SmartPlates mobile app, which tracks every detail of every drive, so Learners can focus on the road while their practice hours, routes, road type, weather and traffic density, are monitored and recorded in real-time. Captured data gets crunched into skills sets so Learners, parents and instructors can gain a complete picture of their progress, what they’re mastering and what needs improvement via a customized learning plan. AAMI SmartPlates Coach knows why, when and where they need practice and how to motivate them, reducing the risk of accidents caused by overconfidence and inexperience; using driving, map and road data in such an innovative way that could actually help reduce the Australian road toll.

Using a series of API integrations, coupled with a cross-mobile development platform, the AAMI SmartPlates app is able to use inbuilt mobile functions to automatically record and monitor driving data. Combining this with an authenticated-user driving review, the AAMI SmartPlates app is able to produce a learner driver’s logbook of information.

The development process took 6 months with rigorous user testing (including a closed beta) and customised app adjustments to fall in line with each of the different Australian State Government requirements.

The SmartPlates mobile app has been placed in both the Australian Apple Store and Google Play store. In addition to our mobile platform, we supported the launch of AAMI SmartPlates with an integrated campaign including website, digital media, YouTube, cinema, social, outdoor and collateral.

We selected the last week of February 2017 as the ideal date to launch AAMI SmartPlates as Australian high school students returned to classes after their long summer break.

The learner drivers’ logbook is a legal requirement in Australia, so our scale is national.

We launched in South Australia first, as the South Australian Government was the first to officially recognize AAMI SmartPlates as their primary digital platform for Learner Drivers.

Data enhanced consumer experience. The user feedback has been overwhelmingly positive. The crowning praise for AAMI SmartPlates is taking out all human error and providing accurate truthful real-time data reporting, password protecting adult supervisor electronic signatures and making data impossible to forge.

Data driven behaviour change. AAMI SmartPlates makes learner drivers safer because it uses driving data to notify a learner in real-time when is the right time to take advantage of certain conditions to fill training gaps. This pushed data encourages learners to stop what they are doing and take immediate driving action.

Business impact.

• +16 million people reached.

• Featured in over 100 pieces of national media.

• 88% positive sentiment towards AAMI Brand.

• AAMI spokesperson featured in 73% of all earned media coverage

• Earned PR/Advertising value over $2million AUD

• 5193 unique downloads, 100% South Australian target achieved in first month.

•120,000 website visits in the first month.

•1.5 million online impressions for launch video.

• Change in government behavior: Since launch in March 2017, SmartPlates has been officially endorsed by the South Australia, Queensland and Tasmanian governments, adopting our digital platform as their primary Learner Driver platform.