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...