Blueprint For 50% Growth In Memberships
Even a great brand can face irrelevance by standing still while the world changes around it. AAA had tons of earned credibility and trust as a travel and roadside assistance resource, but lost its competitive edge in delivering the reason why.
Redlining the Value Proposition
Competitive intrusion from insurance companies, car dealers and others had largely eroded AAA’s value proposition. So we redefined the brand’s value equation to reveal the many unexpected benefits of AAA membership.
- Reversed a declining trend to meet retention goals
- Increased new memberships as much as 50% across markets
- Regional campaign picked up by other AAA clubs across the country
The world had changed
AAA used to be the only game in town for roadside assistance. Then everyone — including insurance companies and auto dealerships — began to offer the same services… for free. Everyone looked and sounded exactly the same. So AAA’s value prop was effectively erased.
Insight that changed the brief
Initial brief objectives were based on boosting membership retention and gaining new members. But we needed to learn more… beginning with a consumer deep dive. What did they know and feel about the brand, what was their “why?” They told us all we needed to know… That they didn’t know. This changed everything.
Reframing the business problem
The big opportunity for AAA became REDEFINE THE VALUE of AAA membership. The truth was customers needed to better understand ‘why AAA?’
The new AAA Brand Idea
Membership is a surprising & delightful value, and offers more than you’d ever expect. And your connection to AAA is the key to myriad experiences, services and savings.
The campaign exceeded all expectations. AAA was able to reverse a steady decline in memberships and achieve their retention goals. They also added new members at an impressive rate with some markets realizing a +50% increase. And one club exceeded its membership goal by over 3x! That’s what success looks like to us.
- Data Analytics
- Brand Strategy