Grow in a non traditional target segment.
Idea Worth Buying
Creating a new pattern of behaviour involves exposing a dissatisfaction that is worth the effort of ‘reframing’ your life ‘system’. With the team at The AA we created a brand positioning to reframe the service from ‘trouble shooting’ to ‘freedom-giving’ proven by AA’s reputation for expert and trusted service.
The brand positioning that led to the ‘Let’s Go’ campaign. AA achieved a rise of 50% in enquiries.