AA Insurance: DISASTERS

Credits & Description:

Category: Best Use of Print

Advertiser: AA INSURANCE

Product/Service: MOTOR INSURANCE

Agency: NET#WORK BBDO

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.