In 2021, we were tasked with launching AAMI's partnership with Vision Australia's Carols by Candlelight. In doing so, we created a new Christmas tradition that Aussies have been flocking to for three years running: by covering Australia with Carols.
We created a version of our red AAMI Roadside Assist vans that exists to spread Roadside Cheer, by bringing Carols by Candlelight on the road to Aussies that can’t attend the event.
We invited people to use a microsite and social media to nominate themselves, their colleagues, and loved ones who needed a little extra holiday cheer, for the chance to win a visit from the Roadside Cheer Van. The van was covered in lights, and packed with prizes, and Santa was joined by a group of carollers who performed at each stop.
It was so successful that it’s now a tradition. AAMI and the Roadside Cheer Van travel Australia every year, covering the nations with carols.
To make the tradition even bigger in 2023, and to drive further donations to Vision Australia – the charitable organisation behind Carols by Candlelight, we re-wrote a Christmas carol with a unique Aussie twist.
We partnered with blind singer-songwriter Lara Nakhle, as well as families supported by Vision Australia to create the lyrics. The song was performed across Australia as the cheer van traveled around, and then unveiled to the nation at large during the TV broadcast.