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The AA & Afternoons on Heart

Keeping The AA’s customers rolling, ensuing nothing gets in the way of their bank holiday.


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!