CLIENT
CSAA Insurance Group
Linda Goldstein, Chief Marketing Officer
Danielle Cagen, Vice President External Affairs, Corporate Cmmunications, Brand
Carrie Hack, Creative and Brand Strategy Leader
Stephanie Fitzgerald, Senior Program Manager
AGENCY
Milton Correa, Executive Creative Director
Jones Krahl, Executive Creative Director
Elaine Cox, Executive Creative Director
Scott Menzie, Senior Copy Writer
Candace Faircloth, Senior Art Director
Daniel Roversi, Executive Producer
Olivia Balicki, Head of Account Management
Matt Porter, Account Director
Jen Watts-Welsh, Group Strategy Director
Ryan Ouyoumjian, Strategy DirectorMike Raymond, Associate Creative Director
Cameron Twombly, Art Director
Elisa Moore, Head of Integrated Production
Mike Barrett, Principal
Cameron Hogan, Account Supervisor
Greg Pomaro, EVP Media
Marcus Pratt, SVP, Insights & Technology
Reg Struzzeri, Director Insights & Technology
Carl Morimoto, Associate Media Director
Radical Media
Dave Meyers, Director
Sebastian Blenkov, Director of Photography
Jim Bouvet, Executive Producer
Lisa Brugliera, Producer
Greg Scruton (Cabin Editorial), Editor
JAMM Visual
Jake Montgomery, VFX Supervisor / Lead Flame
New Math Music
Cabin Editing Company
SUMMARY
Anchoring auto and home insurance from AAA as insurAAAnce became more than visual motif and mnemonic, but an encapsulation of the trust positioning of this new product: insurance ≠ InsurAAAnce from AAA. Anchored by karaoke-style brand anthems, this campaign drove strong gains in Brand Awareness and Brand Favorability, with CSAA brand opinion rising +10% (general population) and +12% (Millennial target). In the 12 markets where this campaign ran, it drove substantial YoY gains in leads (+24%), quotes (+80%), and shopping share (+58%), spending a tiny fraction of national competitors.
