The AA: Sparkplugs to Singalongs

The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.

The challenge

In 2014, the AA was crowned Britain's Most Trusted brand by Brand Asset Valuator. Core business metrics showed impressive financials in the face of rising membership costs and slashed marketing expenditure. This was the result of a direct mail media