Results several times higher than industry norms are claimed for an interactive smartphone campaign developed by Fairfax Media for a local car insurer.

Research by Millward Brown showed results including a fivefold increase in message recall and a clickthrough rate 49 times higher than mobile advertising industry benchmarks

The 'Make a minor ding a minor thing' campaign was built by Fairfax Media's inhouse digital innovation services team, with a smart touchscreen allowing users to wipe and erase car damage to show how simple AAMI's repairs could be.

Key results from the Millward Brown brand effectiveness study - which used a control/exposed methodology - included:

-Advertising recall twice as high and message recall five times as high as a control group (MB ad index study, February 2016);

-The campaign outperformed Global Desktop Insurance benchmarks on advertising awareness, with recall for the AAMI campaign 73 per cent higher than global norms (MB desktop global norms for all insurance campaigns);

-A click through rate 49 times higher than mobile advertising industry benchmarks (Rich Media Gallery, display benchmarks).

AAMI brand manager Anthony Russell says the partnership with Fairfax provided "fantastic learnings" on targetting their audience in an innovative way. "Cross device campaigns are integral to our channel mix and the team at Fairfax was knowledgeable, thought outside the box and delivered a well-executed campaign."

Fairfax Media digital commercialisation director Tereza Alexandratos says Fairfax is investing heavily in developing mobile advertising solutions. "The results of the study demonstrate the effectiveness of innovative mobile advertising solutions and Fairfax's ability to deliver powerful results for clients through customised mobile-led campaigns."