The Automobile Association (AA) is celebrating the tenth year in a row of being awarded Gold for the Readers Digest Quality Service in Roadside Assistance, with a brand-new campaign led by digital out of home and radio.
This builds on the creative platform ‘The Membership with more’ featuring Ray the bobblehead that has been winning hearts since its launch in May.
When someone’s car breaks down, a common first response is to ask, “Have you called the AA?”. Being closely associated with reliable assistance and high-quality service is a core strength of the AA brand.
This campaign aims to highlight that reputation by showcasing a compelling statistic: the AA rescues a Kiwi driver every minute.
Celebrating trust
AA chief marketing officer Jenni Ryan says, “We are extremely proud our expert roadside team has been recognised once again for our quality service. This campaign celebrates the trust Kiwis have in the AA, resulting in us rescuing a Kiwi driver every minute, whether at the beach, the bach or the back of beyond. It’s great to keep building on our Ray campaign platform, he has become an icon for AA Membership.”
“Over five million rescues in the last 10 years alone, that’s a really big number. Too big to grapple. So we broke it down and discovered that the AA rescues a Kiwi every minute. How reassuring,” says Wayne Pick, creative partner of Quantum Jump. “And that feeling of reassurance is brought to life by Ray – the AA’s cheerful, nodding dashboard bobblehead. Gold for Quality Service in Roadside Assistance for 10 years running – that’s a big thumbs-up from Kiwis!”
The campaign will run across digital out of home, Radio, Tiktok, TVNZ+ Ad on Pause and Meta.
The post AA and Quantum Jump celebrate rescuing a Kiwi driver every minute appeared first on stoppress.co.nz.
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