Humanising the AA.
Campaign: A Touch of Yellow
Client: The AA
Product: AA Roadside
Services: Strategy, Concept, Design, Video Production & Photography
Helping the AA modernise and humanise their brand to attract a broader range of audiences through video and print advertising.
Standout storytelling
Our “Touch of Yellow” outdoor campaign and supporting film intimately showcased the human side of the AA team making up the 2,800 active patrols.
Esteemed photographer Alan Schaller heroed the team from a rawer and ‘unseen’ perspective to previous traditional comms, getting across the AA’s Which? 5 Star rating in an authentic manner.
Standup results
Brand sentiment increased and contributed to overall growth for AA paid membership by 2.4% with an improved annual renewal rate of 84.4%.
