AUCKLAND, Today: Young Kiwis, once confined, are now eager to roam, boosting travel insurance sales. This shift caught the attention of AA and Quantum Jump, prompting them to explore the travel and insurance views of those in their twenties.
Danielle Gapes from AA shared, “Through qualitative research, we tapped into the massive role of social media in their lives and pinpointed what clicks with them. Gen Z sees travel mishaps differently, viewing them as part of the adventure.
“Quantum Jump’s vibrant ads connect deeply with those travel mishaps we all know too well.”
“From holiday mishaps like stolen sunglasses to breakdowns en route to the airport, we showcase the wild side of travel.” – Ben Goodale
Ben Goodale of Quantum Jump commented, “From holiday mishaps like stolen sunglasses to breakdowns en route to the airport, we showcase the wild side of travel. Our message? With AA Travel Insurance, young Kiwis can embrace adventure, covered every step of the way.”
Goodale also noted, “We spent a lot of time thinking about how best to tell the story, including the harmonisation of creative and media channels so that we were authentic for this audience.”
The campaign is active on platforms like TikTok, Meta, and YouTube, coordinated by Rocket, and features a user-friendly landing page. Additionally, outdoor ads in malls aim to remind young travellers to pick up AA Travel Insurance as they shop for their trips.
CREDITS
AA Travel Insurance
Head of Marketing and Communications: Danielle Gapes
Creative and Content Manager: Caroline Swallow
Marketing Specialist: Ceejay Rodrigues
Quantum Jump
Creative Partner: Wayne Pick
Copywriter: Scott Kelly
Project Director: Zoë Macdonald-Mair
Account Manager: Bella Chaytor Waddy
Digital Execution: Justin Biddle
Motion Graphics: Craig Murray
CEO: Ben Goodale
Rocket
Business Director: Bex Smith
Digital Director: Lisa Bradley
Account Manager: Meredith Jeory
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