TURNING AN OLD TRAVEL COMPANION IN A NEW DIRECTION.
The Auto Club Group (AAA in the Midwest) was suffering from the perception that the brand was old, stodgy and “your father’s auto club.” Wanting to revitalize the brand while still remaining true to their long heritage, AAA asked re:group to help refresh their brand image and create programs that would be meaningful to both internal constituents and key target segments.
Working with the Auto Club Group research team, re:group determined that the ‘membership’ aspect of AAA was the strongest point of leverage – specifically, the value of belonging to an organization that has facilitated mobility for over 100 years. From the first stop sign to initiatives for road safety to triptiks and more, AAA’s heritage was helping people be “good to go.”
Based on the new brand platform, creative materials were developed that expressed the brand look and feel consistently across product lines. Media plans/media buys were created that effectively reached key target audiences through traditional venues like radio, magazine and newspaper as well as non-traditional, highly targeted media like gasoline station pump toppers. Point of purchase materials and internal communications gave the organization a rallying point and unified their approach to customer service.
While specific results are not available to be shared, the repositioning has had a positive impact both internally and externally.
