Brand Background
Since inception in 1930, the Automobile Association of South Africa (AA) have played a vital advocacy role for South African road users.
The AA aims to provide services to every person who uses South Africa’s roads. Among these is being involved in bringing to market the first crash tests for locally-sold vehicles. This move has empowered consumers to evaluate the safety rating of the vehicles they are interested in buying - not just for them, but for their passengers too.
The Brief
The AA approached us to create a RETAIL CAMPAIGN in order to sell more: Memberships, Warranties, Travel, IDPs, AA Accommodation and Value Adds.
The Target Market
Individuals between 18 to 35 years old.
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The Insight
We live in a world of uncertainty and with that uncertainty comes a whole lot of anxiety and fear. From worrying about whether you’ve packed everything for your trip, having enough money to pay the bills at the end of the month, we worry about securing our futures. For some, simply thinking about getting to work in one piece can be traumatic (especially if you have to take the M1 in the morning). The roads are bumper-to-bumper full of crazy people, potholes and traffic lights that don’t work, (thanks to load-shedding) ... and let’s not talk about long-distance travel. We need reassurance… even if it’s just to know that, at the end of the day; everything’s going to work out ok.
Concepts
The following concepts are purposely built as “Overarching Campaign Ideas” giving us the flexibility to plug & play across various media opportunities & easily promote products, services & value ads using a simple messaging construct.
Concept 1: Thank Goodness
Customers feel relieved, knowing that the AA will always be there for them with services and benefits in their time of need, so they can get on with and enjoy their life journey to the full without worry.
Thank goodness… I know everything is going to be ok. Thanks to the AA.
The Executions
Digital
Concept 2: Join The Club
When you join the AA, you’re more than just a member, you’re part of a club.
And there is simple, well-known expression that could help humanise the AA Brand & reassure our customers that we are more than just a service provider, but that we truly understand & sympathise with them & their needs & that’s why our products and value adds exist.
The Executions
Digital
Radio
Client: Automobile Associaton of South Africa (AA)
Element: Radio Script
Duration: 45’’
Title: Late For Work
Writer: Mpumelelo Ngwenya
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SFX: We hear the sounds in an office space; phones ringing and murmured chatter in the background. The door opens and closes quite rashly.
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Boss: Aha, Derrick! How nice of you to join us. (sarcastic)
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Derrick: Morning boss, I’m so sorry. I had a breakdown on my way here this morning. I stood there for hours and I really didn’t have anyone to call. And those tow-truck guys are the worst, hey! Finally, a buddy of mine was able to come to my rescue. Argh, you know how it is.
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Boss: Derrick… Join the club.
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Derrick: You know how it is.
Boss: No, Derrick. I’m with the AA. For only R222pm on AA Advantage + I get AA Roadside Rescue. This means I’m covered anytime that my car breaks down on the road. And that’s why I’m never late for work.
Derrick: Ahhh...
Boss: And by the way, Derrick. You’re fired.
SFX: Everything goes quiet in the background.
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Derrick: But…but…
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Anncr: AA. Join the club.