AAA Minneapolis Marketing Campaign

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AAA Minneapolis Marketing Campaign
AAA Minneapolis Integrated Marketing Campaign

AAA Minneapolis wanted to build a holistic and integrated marketing campaign that would highlight us taking pride in who we are while really focusing on our territory and the great opportunities that exist in our own backyard. We want people to identify with AAA Minneapolis and our locale, as it’s who we are. This campaign highlights our identity and how being a local, smaller club (next to a giant club sharing our metro) can provide a stronger member experience, specifically on a personal level. However, it also plays into our relatively new tagline: “AAA is There, Wherever Life Takes you.” – based on how we promote each product/service and how it plays into one’s life.

From a visual and messaging standpoint, we had several goals for this campaign:

1. Encompass multiple product lines, but tie everything back to Membership.
2. With a market that gets more competitive by the day, it was important that we touch on a variety of ways AAA can play into one’s life.
3. Building an identity. The fact that we are a vibrant club serving a local territory engulfed by another AAA (MN/IA), creates many marketing challenges for us. Consequently, we felt that we should approach this campaign promoting our organization as one that provides a strong, local and intimate member experience. As a result, you will notice:

- All locations used in the shooting are local, within our territory, most of which are iconic. We know through research that our members associate these locations with Minneapolis.

- We try to focus on the pieces that make us unique, the differentiating factors our varied business lines offer, such as a local call center.

4. Move away from the perception that “WE’RE JUST ROADSIDE ASSISTANCE” or that we’re “YOUR PARENTS’ OR GRANDPARENTS’ AAA.” Front line employees do a mediocre job talking about membership, product education and explaining the different reasons a member should pull their membership card out of their wallet. This campaign needed to help reverse this course.
5. Focus primarily on membership (timed with our ALL THINGS MEMBERSHIP initiative). However, we wanted to include enough business line specific footage and content, so that our business lines become comfortable using it and actually want to use. This was important as we continue to talk about message consistency and building brand recognition through a singular look, feel, attitude, etc.
6. Based on feedback we’ve received from millennials, it was important our Discounts & Rewards program played a significant role in this campaign.

Overall this campaign will include seasonal and local elements, all with a consistent look, feel and message. These are some of the ways in which we intend to use this campaign:

- Television – both :30s and :15s
- Digital Advertising – both banner ads and digital pre-roll utilizing the :15s
- Print – ads in local publications, posters, and other printed collateral
- Social Media
- Website – tied in utilizing the photography
- Digitally streamed radio (Pandora) - which is geo-targeted to our territory
- Video Wall - 9 screen customer facing video wall display in our headquarters office
- E-Mail

30s TV Spots