AA spotlights ‘rescuing a Kiwi driver every minute’ in latest campaign via Quantum Jump
The AA is celebrating the tenth year in a row of being awarded Gold for the Readers Digest Quality Service in Roadside Assistance, with a brand-new campaign led by DOOH and radio via Quantum Jump.
This builds on the creative platform ‘The Membership with more’ featuring Ray the bobblehead launched in May.
When someone’s car breaks down it’s a natural reflex to ask, “have you called the AA?” To be synonymous with saving the day and the quality of service provided is a core strength of the AA brand, and this campaign seeks to bring this sentiment to life through the compelling statistic that the AA rescues a Kiwi driver every minute.
Says AA Chief Marketing Officer Jenni Ryan: “We are extremely proud our expert roadside team has been recognised once again for our quality service. This campaign celebrates the trust Kiwis have in the AA, resulting in us rescuing a Kiwi driver every minute, whether at the beach, the bach, or the back of beyond. It’s great to keep building on our Ray campaign platform, he has become an icon for AA Membership.”
“Over 5 million rescues in the last 10 years alone, that’s a really big number. Too big to grapple. So we broke it down and discovered that the AA rescues a Kiwi every minute. How reassuring,” says Wayne Pick, Creative Partner of Quantum Jump. “And that feeling of reassurance is brought to life by Ray – the AA’s cheerful, nodding dashboard bobblehead. Gold for Quality Service in Roadside Assistance for 10 years running – that’s a big thumbs-up from Kiwis!”
The campaign will run across DOOH, radio, Tiktok, TVNZ+ Ad on Pause and Meta.
Jenni Ryan – Chief Marketing Officer
Becky McQuoid – Head of Marketing & Communications
Barend van der Maas – Head of Membership & Loyalty
Sarah Gibson – Head of Brand & Content
Helen Welch – Senior Brand Manager
Rob Haworth – Senior Product Manager (Membership & Loyalty)
Kate Ferraro – Marketing Manager (Membership)
Briana Moses – Marketing Specialist (Membership)
Quantum Jump
Wayne Pick – Creative Partner
Drew Ayers – Creative Partner
Kelly Elcock – Creative Director
Justin Biddle – Digital & Production
Zoë MacDonald Mair – Business Director
Amy Watson – Head of Strategy
Thomas Billi – Senior Account Manager
Sarah Harp – Account Executive
Ben Goodale – CEO
Media buying by Rocket
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