The past month I've been thinking about how this campaign that AAMI has launched in Australia. What a master-stroke in every way you look at it. The big money in marketing is definitely in insurance. They spend millions trying to keep you thinking about them all year round especially when you are about to renew your insurance (that's why they always ask you when your insurance is due so that they can strike when the majority are renewing).
Car insurance is a very difficult game in Australia. The culture seems to favour the risk takers and fast and furious. This isn't good for society and it is definitely not good for an insurance company. Enter AAMI with their safe driver competition which aims to turn driver behaviour and habits on its head and gamify something that will hopefully lead to cultural change on Australian roads. Using the technical advances in everyone's smartphone, every AAMI insurance holder can participate in the competition that will score your driving. Every month for the next year they will randomly select 25 drivers that have exceeded a score of 95 and then rank them from highest to lowest score. The highest will get the first prize for that month and down to the 25th driver. To score well, you need to control your mobile usage, speed, cornering, braking and your acceleration. If you catch the bus, you can select that you were not the driver. If the passenger was using your phone you can also declare that. You don't need to have the app open, just have gps enabled.
Marketers can already see the advantages of this promotion. Participants will always be thinking about AAMI every time they drive. AAMI will get some priceless driver behaviour statistics which they assure us won't be used against us in a claim but will certainly provide useful observations about how the program has changed driver behaviour. Also, customers are more likely to avoid accidents by driving safely while participating in this year long competition. There will be endless media releases about how South Australian drivers are better than those in the West or how much Sydney drivers have become better at putting their phone away whilst driving. Already in the National Basketball League, commentators have joked about who's got the better driving score and Sydney AAMI customers will be offered seat upgrades for being the better driver when attending Sydney Kings games. You will hear a lot about AAMI in the coming year and much of it will not be advertisements reminding how lucky you are with AAMI. It's not luck, it's skill.
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