In March 2020, the AA was at the top of its game. Over half a decade of continued brand investment had paid back in spades. However, within weeks of a new campaign launching, we were in a national lockdown with all media paused and stalled by the stay-at-home mandate. The AA challenged us to keep breakdown services relevant at this tough time and protect their membership base from decline.
We developed a fiercely audience-centric strategy, ensuring we led our thinking by the nation’s changing needs, media consumption, and moods, underpinned by longer-term econometric learnings. We positioned The AA as the force that kept Britain moving, showcasing our roadside car care credentials for essential workers still on the road, creating free breakdown cover for all NHS staff and taking part in Channel 4’s “Clap for Carers” ad break takeover. As measures started to loosen, we facilitated both the business’ recovery and the nation’s return to the roads, by taking advantage of a soft market and using TV attribution to determine how and when to increase spend in DR.
Through an unwavering commitment to marketing science and outstanding creativity, we delivered 17,000 new members, at an ROI of £1.10, and won an Effie in the process.