Allianz Australia has unveiled a new initiative titled ‘Seat Belters’, an in-app experience on Spotify aimed at promoting safer driving habits through the creation of personalised playlists. This launch coincides with National Road Safety Week, which takes place from 12-18 May.

The initiative is based on Allianz’s research, which indicates that one in three (32%) Australian drivers believe music affects their driving. The study highlights that songs with a tempo exceeding 120 beats per minute (BPM) can impair reaction time, alertness, and speed control. In response, ‘Seat Belters’ generates playlists featuring tracks with tempos between 60-80 BPM, which are considered optimal for promoting calmer and more focused driving.

The research conducted by Allianz, in collaboration with Pureprofile, surveyed over 1,000 Australians aged 18 and above who hold a valid driver’s license and listen to music while driving. Findings revealed that 32% of drivers acknowledge the impact of music on their driving, with 23% admitting that fast-tempo music affects their reaction times and awareness. Additionally, 28% of respondents confessed that music tempo influences them to drive faster, while 33% reported decreased concentration when listening to music.

Dr Andry Rakotonirainy, a Road Safety Expert and Professor, commented on the initiative, stating, “Enhanced situational awareness is paramount for road safety. Research, including studies by Allianz has shown that faster-paced music directly correlates with increased driver distraction, leading to poor decision making. Initiatives like Seat Belters are vital, translating evidence-based research into practical tools that empower drivers to adopt safer habits.”

Shez Ford, Chief General Manager, Consumer at Allianz Australia, emphasised the company’s dedication to road safety, saying, “Allianz is committed to supporting Australians and delivering true, genuine care which is why we have created this experience on Spotify that’s not only practical, but also personalised and enjoyable, with the potential to positively influence driving behaviours and aimed at preventing road accidents occurring across the country.”

Spotify, the world’s leading audio streaming subscription service with over 678 million users, including 268 million subscribers across more than 180 markets, is collaborating with Allianz on this initiative.

Brian Berner, Global Head of Advertising Sales & Partnerships at Spotify, expressed enthusiasm for the collaboration, stating, “Music provokes intense feelings. We know listeners get a mood boost when they tune into Spotify, resulting in a halo of good vibes for brands. With our focus on personalization and discovery and a uniquely engaged audience, brands like Allianz can effectively reach their target audience of drivers with this important message around safe driving. I’m thrilled to see Allianz creatively leverage Spotify and the power of music for such an important and thoughtful campaign.”

Allianz Australia serves over 3 million policyholders and provides workers compensation insurance for approximately 25% of the top 200 ASX companies.