The AA: From spark-plugs to singalongs

The AA, a British motoring association, increased membership retention in the UK by launching positive TVCs that showed how AA can help get your show back on the road.

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...

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