Campaign details
Brand: The AAAdvertiser: The Automobile AssociationAgency: adam&eveDDB; Carat
Summary
Like many brands, the AA had been focusing on efficient delivery of short-term results via direct, targeted comms. This seemed to be working - profit was growing. But a new team looked beyond short-term results and discovered a worrying picture of market share and membership decline, driven by increased price sensitivity and falling salience. So the AA overhauled its marketing and reinvested in brand communications. The resulting campaigns rebuilt salience and image, increasing both acquisition and retention. The strengthened brand enabled the group to...