It's OK I'm with The AA

Client: The AA

The AA has been at the UK’s roadside since 1905.

Building on their loyal older demographic base, The AA needed to build fresh relevance with younger growth target segments with a multiservice offering. We needed to completely revolutionise The AA’s media behaviour and inject a playful personality to shift perception of The AA amongst young people. The AA went social 1st and weaved the brand into the heart of British youth culture through a partnership with LADbible, the world’s biggest social publisher for millennials and Gen Z. LADbible found British “bangers” that represent the real cars, and driving experiences, of young people and paired them with the most iconic names from BAFTA-award winning cult favourite People Just Do Nothing to create content which reflected relatable driving situations and show that The AA has young people covered. Two branded content series ‘helped’ drivers who are dealing with car problems (‘Fix My Motor, featuring Chabuddy G) and guided them on buying, owning and maintaining a car (‘Whip School’, featuring MC Grindah). The result? - +13PP lift in prompted awareness for the core young and responsible audience. - +16PP lift in perception of The AA sharing their values; against high relevance audiences of those in the market for breakdown cover over the next 6 months. And when it came to brand preference for The AA, this was the highest it has been in the past 3 years for the 17-24 audience, as well as being up 5% YOY for 35-44's.