The Auto Club Group stories: There for you

This case study explains how The Auto Club Group of America (AAA) created a storytelling campaign with its brand purpose at the centre to improve brand metrics.

The Auto Club Group stories: There for you

AAA - The Auto Club GroupThe Richards Group; Over The Shoulder

Summary

External uncertainties such as shifting consumer preferences driven by technology and increased competition were affecting the relevance, frequency of use, and perceived value of AAA's products and services. The brand's universal awareness and trust among consumers were limited to its legendary roadside assistance. AAA needed to connect and build awareness across all lines of business (travel, insurance, and automotive) to demonstrate the brand's breadth and depth. To accomplish this, AAA and The Richards Group embarked on a best-in-class, four-month...

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