National insurer AAMI has launched a new national road safety initiative, The AAMI Driving Test (ADT), inviting Australians to compete for the title of the country’s safest driver.
The integrated campaign, developed by Leo Australia, uses mobile telematics data to measure driving behaviours such as speeding, cornering, braking, acceleration and phone use. The program delivers personalised insights to help drivers improve their performance while fuelling competition with leaderboards that track different groups, including AFL fans versus NRL fans, states, and even early birds versus night owls.
The campaign was unveiled during the AFL Grand Final and will run for six months, with prize draws each month until the competition ends on 9 February 2026. Participation is open to drivers aged 18 and over via the AAMI app.
Mim Haysom, Suncorp Executive General Manager Brand and Customer Experience, said: “The AAMI Driving Test is an innovative and engaging way to encourage Australian drivers to adopt safer habits behind the wheel. Since 2022 we’ve analysed more than 500 million kilometres of national driver telematics data, and early analysis has shown those who start with lower scores and use these insights do become better drivers.”
Haysom added that distracted driving remains a growing issue: “New AAMI research shows Australian drivers tend to believe they are safer behind the wheel when compared to other drivers. ADT puts that to the test and empowers all drivers with customised feedback to help them avoid accidents in the first place.”
Tim Woolford, Executive Creative Director at Leo Australia, said: “Only in Australia could you turn a serious topic like road safety into a competition. The Driving Test was the creative idea we won the pitch with last year, and it has been many months of hard work from hundreds if not thousands of people to realise it.”
The multichannel campaign spans TV, radio, OOH, social media, PR and influencer activations. Dynamic leaderboards will feature across digital and outdoor placements, with data-led targeting around sporting grounds and suburbs to reinforce the competitive spirit.
More details are available at aami.com.au/aami-driving-test.
CREDITS:
AAMI
– Mim Haysom – EGM Brand and Customer Experience
– Rapthi Thanapalasingam – Head of Brand and Content
– Julia Reimnitz – AAMI Marketing Manager
– Rosaleen Rayner – AAMI Marketing Lead
– Lisa Marshall – AAMI Marketing Specialist
– Yvette Braybrook – AAMI Marketing Specialist
Leo Australia
– Clare Pickens – CEO
– Andy Fergusson – Chief Creative Officer
– Dave Bowman – Chief Creative Officer Publicis ANZ
– Tim Woolford – Executive Creative Director
– Tommy Cehak – Executive Creative Director
– Adam Frazer – Associate Creative Director
– Nick Timms – Senior Creative
– Ben Pearce – Senior Creative
– Catherine King – Chief Strategy Officer
– Mitch Hunter – Group Strategy Director
– Amanda Wheeler – Chief Client Partner
– Hannah Austin – Group Business Director
– Tash Tollo – Account Director
– Geraldine Buzzo – Conceptual Designer
– Johnson Diep – Conceptual Designer
PXP
– Michael Demosthenous – National Director of Production
– Justine Dooner – Executive Producer
– Leigh Woodhams – Senior Producer
– Chelsea Higgs/Jayde Machell – Production Project Managers
– Dan Meyers – Head of Multimedia Operations
– William Rollo – Senior UI Designer
– Holly Bradridge/Nicola Yeo – Multimedia Studio artists
– Zoe Bright – Digital Designer
Scoundrel
– Ariel Martin – Director
– Kate Gooden & Adrian Shapiro – Executive Producers
– Tessa Simpson – Producer
– Campbell Brown – DOP
– Adam Wills – Editor
– Heckler – Post-production
– Level Two – Music Supervision
– Rumble – Sound Production
– Casting – Citizen Jane
OMD
– Sian Whitnall – Co-CEO
– Lisa Leach – Client Partner
– Anna Higgins – Business Director
– Kayte Holmes – Business Director
– Rich Garratt – Head of Comms Planning
– Paul Baker – Head of Business Strategy
– Holly Caspers – Senior Account Manager
– Alyssa Mounarath – Senior Account Manager
– Barbara Lezanski – Media Implementation Group Director
– Lindsay Beeren – Media Partnerships Group Director
– Nick Hurley – Head of Create Sydney
– Matt Clear – Sports Partnerships Director
– Lachlann Macrae – Sports Partnerships Manager
– Helen Duguid – Partnerships Director
– Kelly Dos Santos – Activation Manager