AUNZ Work of The Week: AAMI and Leo Australia

The sounds of honking horns or flashes of speed cameras have become the default language of road safety, where punishment often overshadows praise.

In an effort to reframe the conversation, AAMI and Leo Australia launched a national competition turning safe driving into a high-stakes sport, pitting Zoomers against Boomers and truckies against tradies for the title of Australia's safest driver.

The data-first initiative rewards careful behaviour while injecting a dose of healthy competition into the daily commute. Equally important is the way the project leverages natural rivalries, with state-against-state and blonde-versus-brunette, digital leaderboards will fan the flames of competition, transforming careful cornering and smooth braking into points of pride.

The work blurs the line between a public service campaign and a national tournament, positioning AAMI as more of a coach than an insurer. The agency is known for big, behavioural ideas that surprise us, and this is no different.

Launched at the AFL Grand Final, the six-month campaign will see drivers compete for prizes while receiving personalised feedback. Early data shows drivers who engage with these insights genuinely improve.

It’s often about fines and demerit points. But here, the only thing getting penalised is the idea that road safety can’t be fun.