American Automobile Association (AAA): Quality Matters

Mani du Plessis Tahir Ahmad

A humorous multi-channel campaign from roadside service brand the American Automobile Association (AAA) made US drivers stop and think, and successfully returned the brand to growth.

Campaign details

Brand: American Automobile Association (AAA)Brand owner: American Automobile Association (AAA)Entrant company: Leo Burnett - CanadaIdea creation: Leo Burnett TorontoMarket: North AmericaSector: Financial servicesMedia channels: Programmatic display, Radio & audioBudget: 5 - 10 million

Executive summary

Heading into 2021, roadside service brand the American Automobile Association (AAA) was coming off two consecutive years of declining membership base growth (-0.4%, -0.1%). The reason for this negative trend was AAA’s lead membership acquisition driver, roadside assistance, was losing its competitive advantage in a category where more...

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