According to Milton, market research revealed that the brand was perceived as lacking innovation, outdated and tired, appealing mainly to old white men - necessitating a makeover session.
With the new campaign, AA wants to be seen as a 75-year old brand that is a trusted motoring partner in South Africa.
The campaign launches in September 2008 and will make use of all media channels targeting new untapped markets, the wonder women aged 25 - 45 years; older women with children aged 25 - 45; and the whole family.
“Refreshing our above-the-line approach”
“It has become very clear that the AA is perceived to be no longer relevant to all market demographics in SA, particularly our youth market. By refreshing our above-the-line approach using modern imagery and different media choices, we hope to engage with a new, more youthful and dynamic audience” said Milton.
“With integration of exciting mediums like online, and stronger more-focused direct marketing approaches, we will achieve [our] objective of increasing members.”
Other marketing elements include a revitalised publicity campaign with a strong public affairs element and a completely re-engineered website with a members-only section and many new features and benefits.
“The above-the-line campaign is one element aimed at brand transformation which will connect with customers on an emotional level. However, our research also indicated that a brand re-positioning would only address consumer perception. The AA therefore also revamped the product intrinsic by developing the AA Mobility programme,” explained Milton.
“At the core of the AA Mobility programme lies our roadside assistance ,and member benefits have been expanded to include a variety of exclusive discounts and benefits from a wide variety of motoring and lifestyle partners. Some of these partners are PG Glass, TomTom, Altech Netstar, NetFlorist, John Craig designer wear and MTN.
“The AA marketing team has worked towards achieving the core brand proposition of being ‘in touch with mobility' and working for the South African consumer with integrity.
“Even though research clearly showed that the consumer sees the AA as a leader in roadside assistance and related services, it also indicated that consumers want more from their AA membership. We are confident that the marketing campaign and the AA Mobility programme will firmly position the AA as providers of affordable travel solutions and leaders in motoring.”
Milton also announced that the AA will be launching a members' only magazine in October this year. “AA Mobility will allow us to interact more frequently with our members and add value to their motoring and leisure activities,” she said.
For more information, go to www.aa.co.za.
• Rob Handfield-Jones, the outspoken and often controversial former editor of Caxton's Autodealer, earlier this year became the AA's head of public affairs.
