Challenge: AAA Mid-Atlantic faced an aging membership, increased competition in their core business lines of travel and roadside assistance, and decreasing relevance in the lives of busy Gen X, Gen Y and Millennial Consumers.
Solution: “The Athlete’s Journey’ creative campaign. By demonstrating how AAA’s products and services were relevant to the busy lives of traveling athletes (both adults and their children), we were able to create real value in the eyes of both current and prospective members. A TV campaign connected busy families to the brand, while activation in and around sports partnerships helped leverage the strength of AAA partners in the NFL, NHL, MLS and NASCAR. Combined, the campaign delivered a powerful message that resonated widely.
Results: Database analysis revealed that members gained through this campaign were younger than the average member and used their card more often. Additionally, research showed an increased relevance and affinity for the AAA card. The campaign continues to run across key markets in the Mid-Atlantic region.