DRIVING SUCCESS FOR THE INDUSTRY LEADER
The Brief
AAA isn’t just for good drivers, it’s for great drivers. Like these guys. We helped the nation’s largest automotive services organization drive even more growth through successful campaigns featuring some of their more legendary members.
The Client
American Automobile Association
What brought roadside assistance and road trips together? Sports. And the consumers who love them.
Our creative for AAA Mid-Atlantic starred a wide variety of iconic sports stars with MLB, NFL and NASCAR pedigrees. The creative call was FUN. Across a range of missions that included a strategic brand reset, consumer awareness, product marketing and experiential engagement opportunities.
The audience is diverse. The vehicles are different. The journey? Not so different.
AAA is “along for the ride” in many ways. Our “On the Road” campaign focused on key commonalities: A love of sports, a family focus and a vehicle.
Brand Promise: Earn our members trust each day by providing valuable service and expertise along the road of life.
Strategic Foundation: Built on trust. Made for life.
Campaign Strategy: Expect More.
Who knew auto services could be so much fun?
Michael Waltrip made his name on the track, and his reputation with his personality. We pushed his fan-friendly persona into fifth gear (that’s one more than a NASCAR car). We’re fairly confident he’s the only 2-time Daytona 500 winner who has played an executive chef and frontier pioneer in the same TV spot.
