The AA

Our work with The AA has seen record brand preference, 46% growth in driving lessons, 20% increase in insurance sales, and successful expansion from breakdown recovery to complete driving ecosystem. 

The Momentum Challenge

The AA faced a classic legacy brand dilemma. After 120 years as Britain's breakdown hero, they were trapped by their own success. Younger drivers saw them as ‘dad's brand' – dusty, old-fashioned, and irrelevant. Price-driven competition was eroding their premium position, and siloed business units meant missing massive cross-selling opportunities. 

The transformation imperative was huge: move from “Think AA = think breakdown" to “Think AA = think driving". Unite 14 different services under one brand promise while protecting their £200m core business and attracting the next generation of drivers. 

The Joined-up Solution 

Rather than a traditional brand refresh, we assembled cultural strategists, data scientists, design experts, customer insight specialists and integrated communications teams to fundamentally redefine what AA could mean to modern Britain. 

We discovered drivers felt ‘behind the curve' in the new driving age. Data revealed that rapid industry changes – EVs, driverless cars, new mobility models – left people overwhelmed and scrambling to keep up. Cultural analysis showed cars had shifted from aspirational to divisive across generations. 

Instead of hero-to-the-rescue positioning, we made customers the heroes with The AA as their confident ally. “When You're With The AA, You're Always Ahead" became our promise – rooted in their 1915 heritage but perfectly modern. 

We introduced integrated transformation tools, working in harmony: 

• Cultural insight: Deep semiotics analysis of Britain's evolving driving relationship 
• Data intelligence: 12-month social listening across the entire driving journey 
• Customer-centric creative: “It's OK, I'm With The AA" celebrating unshakeable confidence 
• Integrated channel strategy: From TV to social partnerships with Red Bull and LADBible 
• Experience design: Every touchpoint reinforced the ‘always ahead' promise

The Momentum Delivered

Transformed brand perception and preference: 

• Record-high brand preference across all demographics 
• Highest first-choice consideration in 2024 vs competitors 
• 21-point lead over RAC in breakdown consideration 
• 74% above category average for confidence and support attributes 

Multi-service business transformation: 

• 46% growth in driving school learner sales 
• 20% increase in motor insurance sales 
• 42% rise in car finance applications 
• Sustained multi-service awareness above all competitors 

Strong financial returns with future growth potential: 

• +39% ROI on roadside communications  
• Record market share gains post-campaign launch  

The result is a modern, relevant AA that successfully bridges 120 years of heritage with the future of mobility – proving that even the most established brands can find new roads to growth.