American Automobile Association: Expect something more with AAA

The American Automobile Association (AAA), a non-profit organisation, turned its smart-talking tow-truck drivers into spokesheroes to grow its auto insurance business, reduce cost per acquisition and increase unaided awareness, consideration and purchase intent.

Summary

If you're thinking "AAA has auto insurance?!" you wouldn't be the only one. With single-digit unaided awareness, most people have no idea. And despite AAA's unequivocal leadership in roadside assistance, they're not even Top 10 in Insurance[1].

With a 15% YOY growth goal, AAA faced a formidable challenge: we needed to break into a category dominated by billion-dollar marketers and spokespeople boasting near-universal awareness – all with less than 1% SOV.

But with 120 years of hard-earned equity in roadside assistance fueling them forward, AAA punched above their weight by introducing an innovative yet intuitive new archetype to the...

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