AA Insurance Promo, Case study DISASTERS by Net#work BBDO Johannesburg

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Industry Insurance
Media Promo & PR, Case study
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mclennan
Creative Director Graeme Jenner, Donovan Goliath
Art Director Bruce Anderson
Copywriter Robert Rutherford
Account Supervisor Karen Carr
Illustrator The Deli
Released March 2010

Credits & Description

Category: Best Use of Print
Advertiser: AA INSURANCE
Product/Service: MOTOR INSURANCE
Date of First Appearance: Mar 10 2010
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Graeme Jenner (Net#work BBDO)
Art Director: Bruce Anderson (Net#work BBDO)
Copywriter: Robert Rutherford (Net#work BBDO)
Illustrator: The Deli (The Deli)
Account Supervisor: Karen Carr (Net#work BBDO)
Media placement: Print - 6 Spots - Magazine - March 2011

Insights, Strategy & the Idea
As part of a client media deal, AA Motor Insurance were given small space ads in the new car listings at the back of popular car magazine, TopCar. The goal: create awareness of their insurance offering and translate that into SMS and telephonic enquiries.

The target audience: car enthusiasts in general, and new car buyers in particular. The audience was well aware of and had great trust for the AA (Automobile Association) as a brand with South African heritage, but were less aware that they have a motor insurance offering.

The insight that led to the idea was simple: anyone who buys a new car is especially protective of their new car and aware of the perils that await it off the showroom floor, while AA Motor Insurance is just the product that mitigates against these risks.

Creative Execution
Our creative solution: create potential car catastrophes in the small space ads that interacted with and ‘threatened’ the images of the new cars in the adjacent listings. In the process, each ad dramatized a potential disaster that could befall a new car, the sorts of thing new car buyers are most paranoid about. However, together with the potential disaster that would raise paranoia levels came AA Insurance’s peace-of-mind inducing offer.

Results and Effectiveness
No matter which new vehicle the readers were leaning towards, AA Insurance became the top-of-mind solution to their new car’s insurance needs.
We were able to talk to potential new car buyers (and therefore potential insurance buyers) at the very moment of the experience at which they’d be most receptive to the message.

Initial consumer feedback was positive: most readers didn’t expect anything but cars and stats in that part of the magazine, so the light-hearted, insightful and interactive small space ads established AA Motor Insurance as an insurer that understands how they feel about their new cars.