Agency: Rapier and Manning Gottlieb OMD | Authors: Stuart Garvie and Max Wright |
Those 'very nice' AA men now fix loans too: getting to the top of shopping lists in this highly commoditised market.
INTRODUCTION
This case will demonstrate how it is possible to take a well-established brand from one commoditised market into another and get it moving right to the top of consumer shopping lists within two years.
It will show how an integrated communications solution helped those 'very nice' breakdown people at the AA to become a major force in unsecured loans, one of the most fiercely...