AAA is known for delivering world class roadside assistance. But competition from insurance companies, car dealers and others made it increasingly difficult to attract and retain members. Everyone looked and sounded the same. So AAA’s value prop was effectively erased. A closer look at current members and lookalike prospects revealed a game-changing insight. They told us what they didn’t know. And that changed everything. We redefined the brand value equation by leading with the expected, then revealing the many unexpected benefits of AAA membership. It changed the way consumers viewed their AAA Card.
Reversed a declining trend to meet retention goals.
Increased new memberships, including a 50% jump in one market
Regional campaign was picked up by other AAA clubs across the country
