The AA are the UK’s premium breakdown cover providers, focussed on promoting the joy of driving and minimising the worry around breaking down. The challenge; why pay premium for breakdown cover? Our partnership had to communicate the speed and efficiency of the service that underpins the AA’s brand promise, proving that they deliver on it.
A seven week partnership with Global’s Heart to promote AA membership & breakdown cover. The partnership included sponsorship of Afternoons on Heart with Matt Wilkinson to drive mass awareness, and x2 bursts of co-branded content, themed around amazing UK road trips to drive engagement with the Heart audience. Listeners were inspired with 4 incredible trips, with 2 opportunities to win one of these getaways!
The partnership over-delivered on all benchmarks, reaching over 10 million people, and receiving £42,500 NET of added value. The campaign achieved significant recall: 4 in 5 listeners - and of those, 79% recalled the campaign more than a few times. This drove significant uplifts across key brand metrics, notably 80% of listeners considering the brand, vs 44% of non-listeners. Moreover, we smashed competition entry benchmarks with over 11k entrants!