AUCKLAND, Today: The AA has kicked off a new campaign and TVC—the first in over 10 years—highlighting just how much value is packed into an AA Membership.
Jenni Ryan, AA Chief Marketing Officer, says, “As a trusted brand that’s been serving Members for more than 120 years, people know us as the undisputed leader in roadside assistance, but what many don’t know is there’s also a huge amount of additional value you get from AA Membership.”
“Our aim with the TVC was to showcase our full Membership offering and bring our iconic brand to life in a fresh and fun way.”
The ad features familiar roadside moments Kiwis will recognise, and the quick, calm support AA Roadservice officers are known for. It also calls out the more than 45 different ways AA’s 1.1 million Members can save with their Member Benefits programme.
Enter Ray—an animated Roadservice officer created just for the campaign, and a character the team reckons people will love. “Ray is quite literally a ray of sunshine, just like the Roadservice Officers who show up for our Members every day, across Aotearoa New Zealand.
“We were thrilled to work with the AA team to develop the creative concept, including creating Ray, for the campaign.” – Ben Goodale
“He represents everything our Members love about our Roadservice officers – a friendly expert, trusted to help them get back on the road in their time of need. He’s a very likeable character that we think people will really connect with,” says Ryan.
The campaign’s out to reach a wide audience—attracting new Members and reminding existing ones just how many perks come with the card.
The soundtrack is Free’s All Right Now. “This kicking song underlines how we all feel when the AA are there for us, it’s alright now. We’ve been humming it relentlessly in the office, and we’re sure Kiwis will be too,” says Ryan.
“We were thrilled to work with the AA team to develop the creative concept, including creating Ray, for the campaign,” says Quantum Jump CEO Ben Goodale.
“The AA is an iconic brand with such a strong connection to generations of Kiwis right across New Zealand.
“I’m sure we all have stories to share about how we’ve been rescued by the AA in our time of need – I know I do! We wanted to demonstrate the trust and relief members have in knowing the AA is there for them, no matter what.”
The campaign runs across broadcast, streaming, and social channels from 11 May to 15 June.
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