The AA

The bottom line: 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. 

MSQ's joined-up approach: 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. 

The Joined-up Solution 

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. 

The strategic transformation: Instead of hero-to-the-rescue positioning, we made customers the heroes with 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  

MSQ's joined-up thinking created 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.