AUCKLAND, Today: AA is marking its tenth straight Gold win for Readers Digest Quality Service in Roadside Assistance, rolling out a new campaign led by DOOH and radio. It builds on the ‘Membership with more’ platform starring Ray the bobblehead.
Being the first thought when someone’s car breaks down is a huge strength for AA. The campaign brings that to life using the standout stat that AA rescues a Kiwi driver every single minute.
AA Chief Marketing Officer Jenni Ryan says, “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.”
“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.” – Jenni Ryan, AA Chief Marketing Officer
Ryan continues, “It’s great to keep building on our Ray campaign platform, he has become an icon for AA Membership.”
Creative Partner Wayne Pick from Quantum Jump says, “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.”
Pick adds, “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 appears across DOOH, radio, TikTok, TVNZ+ Ad on Pause and Meta.
CREDITS
Creative direction: Quantum Jump
Media buying: Rocket
Campaign management by AA Membership & Marketing team
Chief Marketing Officer: Jenni Ryan
Head of Marketing & Communications: Becky McQuoid
Head of Membership & Loyalty: Barend van der Maas
Head of Brand & Content: Sarah Gibson
Senior Brand Manager: Helen Welch
Senior Product Manager (Membership & Loyalty): Rob Haworth
Marketing Manager (Membership): Kate Ferraro
Marketing Specialist (Membership): Briana Moses
Quantum Jump
Creative Partner: Wayne Pick
Creative Partner: Drew Ayers
Creative Director: Kelly Elcock
Digital & Production: Justin Biddle
Business Director: Zoë MacDonald Mair
Head of Strategy: Amy Watson
Senior Account Manager: Thomas Billi
Account Executive: Sarah Harp
CEO: Ben Goodale
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