In a first for Australian television, an Ogilvy Group Melbourne campaign for AAMI gives viewers the chance to appear in the latest TVC for Safe Driver Rewards.

Launching the rewards and building upon the success of the recent Rhonda TV spot, Ogilvy developed a new Facebook tactic to introduce social media and audience participation into the overall campaign through a tailored application.

Viewers are invited to 'like' the page, allowing their profile picture to be exported into the 30 second spot, appearing in place of the existing characters.

Teams from STW agencies BADJAR Ogilvy and DTDigital collaborated on the integrated campaign, which featuring the pictures of 80 viewers, will air on 23 November during NCIS LA on Channel 10 around the country.

The campaign will also be supported by the Hamish and Andy website, of which AAMI is the sole sponsor.

Creative Technologist Tim Devine said the experience was one that would one day be commonplace.

"It's a simple engagement that seams together multiple channels," he said. "TV is still a real-world experience, as opposed to YouTube, and people still get a kick out of being broadcast around the country."