The Practice, a program to help you learn to drive.

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5th April, 2009

Aim Proximity Wellington have launched a new online program called the ‘Practice’ a joint project with NZ Transport Agency (NZTA) and ACC Insurance. The NZTA is a Crown entity established to bring together the functions of Land Transport New Zealand and Transit New Zealand to provide an integrated approach to transport planning, funding and delivery. The ACC provide comprehensive, no-fault personal injury insurance cover for all New Zealand residents and visitors to New Zealand.

Practice is a practical driving programme to help New Zealand learner drivers pass the restricted test
It’s about getting you out on the road, driving. It’s structured, it’s easy and it’s completely free.


This project is the evolution of a predominately offline program into an online engagement platform. Drivers work in conjunction with their “Guide” (licensed drivers) to complete the lessons. Mechanics for the logging of hours/Guide approvals/etc are all part of this system.

Ongoing measurement of engagement and interaction will help Aim Proximity build and improve the system over time – including the use of incentives and and time/behaviour based triggers to incent engagement. Administrative functions allow the client to directly edit/change details themselves and manage outbound direct marketing campaigns.


The Practice is culmination of almost a years work and is a great example of cross-agency integration for AIM Proximity Wellington, Clemenger BBDO Wellington, and Affinity ID. There were three rounds of 3rd party focus group testing that consistently validated the agencies strategy, creative, and functionality.

A special mention must go to Stephen Horner the designer/developer/animator/3D artist/usability tester/voice talent/client friend/late night and weekend fixture. Every component of this project has been influenced by his dedication and hard work . Full list of credits below;

Head of Digital Strategy

Douglas Lin

Account Team

Daniela De Falco
Diana Waterson


Michael Hauschild
Jo Gilchrist


Brett Hoskin
Terry Williams-Willcock
Stephen Horner
Marc Broad
Mike Gwyther
Phil Gordine


Mirko May
Ian Hulme
Damen Hansen
Anu Kumanan
Chong Li
Karen Looker
Rachel Chen

Simone Eathorne
Rob Bakker
Simon Pohlen

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