The insurer is taking road safety to the next level with a national competition aimed at finding Australia’s safest driver. It uses telematics technology to encourage better driving habits, although the focus on fun and competition may distract from the long-term goal of behavioural change.
The campaign expands on AAMI’s existing Driver Rewards program, which uses data to encourage safer driving. Initially launched in 2022 and available only to AAMI customers, the initiative is now open to all Australians. Participants use a smartphone app that monitors speeding, cornering, harsh braking, acceleration, and mobile phone use. The app gives drivers tips to improve their scores and promotes safer behaviour behind the wheel.
AAMI has already analysed more than 500 million kilometres of driving data. By sharing performance insights with users, the program claims to have improved habits and reduced accident claims among high-scoring drivers. The new campaign adds a competitive element, offering cash prizes and featuring participant results on digital billboards and online leaderboards, all updated in real time.
To boost engagement, the campaign features friendly rivalries such as state against state, rugby versus AFL, and even different hair colours. Through gamification and a robust media strategy that includes advertising and media partnerships, AAMI aims to deliver serious road safety messages in a way that is entertaining. Advertising will provide gentle behavioural nudges while raising awareness of the dangers of distracted driving, which has led to or nearly led to crashes for 38% of Australian drivers, according to research.
With more than 400,000 motor insurance claims each year, AAMI knows that driver behaviour plays a major role in accidents. The company is using technology to give users feedback and reward good driving, moving away from fear-based road safety messages. This approach supports the wider goals of parent company Suncorp, which promotes preventive action through platforms like its home safety initiative, Haven.
This campaign is about creating a safer future by encouraging Australians, whether or not they are AAMI customers, to use tools that help reduce risk. The company sees the initiative not just as a promotion but as a purpose-led commitment to show that positive reinforcement, rather than punishment, can make roads safer for everyone.
