Driver Duels

To help launch the AAMI Safe Driver App, a real-time social media newsroom and series of attention grabbing online initiatives got people talking as they challenged each other to their own ‘Driver Duel’ to see who was the better driver. Supported by bespoke channels lead by AAMI sidekicks, Neil and Gaz and their own antics and pranks, the AAMI brand channels were used to fuel current debates and challenges of all sorts in real time.

A campaign website helped stoke the fire with prank article generators, Quizzes, challenge ‘call-outs’ and other social amplification pieces. The combined digital lead initiatives ensured the KPI’s of 100,000 downloads were smashed with in 3 months.