It's OK I'm with The AA

Client: The AA

The AA has been at the UK’s roadside since 1905 but it had lost its way with Britain’s youth.

To protect The AA’s future growth, we must evolutionise The AA’s media behaviour to jumpstart front of mind awareness and demonstrate that the brand understood the needs of young drivers.

The AA went social 1st and weaved the brand into the heart of British youth culture through a long-term partnership with LADbible, the world’s biggest social publisher for millennials and Gen Z.

LADbible found British “bangers” that represent the real cars, and driving experiences, of young people. They paired them with the most iconic names from BAFTA-award winning cult favourite People Just Do Nothing. Two content series on TikTok and IG reflected relatable driving situations and showed that The AA has young people covered.

We got the AA back on the road: +15pp lift in ‘Spontaneous awareness’ +11pp Awareness of ‘Its OK, I’m with the AA’ +13pp lift in Consideration +16pp lift in perception of The AA sharing their values; against those in the market

Brand preference was the highest it has been in the past 3 years for the 17-24 audience, as well as being up 5% YOY for 35-44's!