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The Automobile Association
From Spark Plugs To Singalongs

RAN IN: UK

CLIENT
The Automobile Association

Cheryl Calverley, Marketing Director
Caroline Smith, Head of Brand & Go To Market

AGENCY
adam&eveDDB *Lead Agency

Tom Sussman, Strategy Director
Nick Hirst, Head of Planning
Paul Billingsley, Managing Partner
Les Binet, Head of Effectiveness


Carat

Simon Bielby, Strategic Planning Director


Oliver

Mithul Chauhan, Group Account Director


Splendid

Alex Clough, Creative Strategy Director


Agenda21

Pete Robins, Founder


SUMMARY

This is a story about how the AA brought a little heart to a mechanical category.  It was a big move - shifting the brand from a rational world of spanners and sparkplugs, to an emotional world of smiles and singalongs. And it was a brave move - flying in the face of pressure from the brand’s efficiency-focused board and their shareholders. But it was the right move. This is the story about how the AA used emotional brand building to save itself from a decade-long commercial decline.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED ;Consumer Generated (Consumer Involvement/User Generated) ;Viral (Consumer Involvement/User Generated) ;DIRECT ;Email ;INTERACTIVE/ONLINE ;Digital Video ;INTERNAL MARKETING ;OOH ;Billboard ;PR ;PRINT ;Newspaper - Print ;RADIO ;Program/Content ;Spots (Radio) ;SEARCH ENGINE MARKETING (SEM/SEO) ;SOCIAL MEDIA ;TV;Interactive TV/Video on Demand ;Spots (TV)

Audience: Freedom Seekers (proprietary segmentation)

Objectives: Long Term Revenue Increase

Type: Business to Consumer

Classification: Local;National

Language: English