In Australia, driving distances are huge, so it’s important to take a break to decrease your chances of fatigue. AAMI Rest Towns is a new road safety initiative encouraging young drivers to stop and rest every 2 hours in rural Aussie towns. AAMI and Ogilvy Australia identified the longest and most dangerous stretches of road where drivers are most likely to power through without stopping and selected specific rural towns where drivers could stop and rest. Then, in partnership with Facebook, Spotify and Waze, we safely connected in real-time combining geo, time and in-car targeting, using local incentives based on drivers’ interests.