For the road ahead

Identification
The AA has looked after Britain’s motorists for over 100 years. BrandScape identified that people perceive the AA to be the champion of the motorist rather than arch rival the RAC. The distinctive yellow logo has made the AA one of the most recognized brands in the country.
Definition
Action Research highlighted that during the recession people felt the need for a strong, reliable safety net. We could build on the AA’s strong heritage as the motorist’s trusted friend, at the same time as stretching the brand into other new business areas, e.g. insurance, personal finance, travel and driving schools.
Evocation
For the road ahead.
Activation
Brand identity, Brand guidelines, vehicle livery, DRTV, direct mail, press, digital, PR/social.
Study
New creative has generated a 66% increase in response.

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