AA focuses on roadside efficiency in new £5m campaign

by Joe Lepper,, Brand Republic 14-Jun-04, 08:40

LONDON – The AA is launching a £5m campaign to emphasise the efficiency of its workers, just days after the breakdown firm came second to rival RAC in a customer satisfaction survey.

The campaign includes a 40-second television ad, which features real AA workers and shows that although a free courtesy car is available to those whose cars can not be fixed at the roadside, the breakdown workers are so efficient that all the cars portrayed are fixed on the spot.

However, despite the firm's claim that eight out of 10 cars are fixed at the roadside, last week's JD Power & Associates annual Roadside Assistance Customer Satisfaction survey rated RAC higher overall.

The RAC's call centre workers, recovery vehicle drivers and mechanics were particularly praised in the survey, although the AA was found to be faster at responding to calls.

Cathy Billett, AA brand manager, said: "This campaign aims to reinforce people's well-placed confidence in the AA's ability to repair cars at the roadside. We wanted to emphasise that the AA goes the extra mile for its members."

The campaign also includes a 48-sheet poster campaign, DRTV, press, online and direct mail. Manning Gottlieb OMD handled media planning and buying.

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