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Aug
10
Written by:
jgoldscher
8/10/2009 1:46 PM
Over the past year, we've been working with AAA Mid-Atlantic on their sports-marketing creative. And over the next two weeks, I'm going to share some of the work we've done along with some inside thoughts on how we did it. (Special thanks to our AAA Mid-Atlantic client, who's agreed to let you hear them - follow @aaaauto on Twitter if you find this information useful. I'm sure they'd appreciate it.)
Today we start with a quick, fun print ad to showcase a 15% offer using your card at the team store. AAA is a membership organization - so members have to get value in order to renew their membership each year. Members are exceptionally loyal - raise your hand if you've been a member for more than 10 years? 20? My hands's still up - not only because of the security of roadside assistance but also for the discounts available using their card. AAA spends a lot of time communicating these benefits to their members and non-members alike, and they are incredibly creative in showcasing the card in various settings (like on a cruise ship lounge chair or sitting in stadium seats).
The ad below is our take at communicating the savings benefit to a hard-core football fan. This program ad does a couple of things. First, it links the brand to the fan - we know football well enough to make an inside joke to true football fan - and then by extension to the team. Secondly, it uses a common icon for savings - a piggy bank - and links it with the savings from the card. Finally, it communicates clearly and simply the savings message that's critical for the members to take away.
Tune in Friday when we'll show you how we successfully branded a line of cruises targeting football and baseball fans.
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