Insight & strategy company says. It has been the most into a modern brand that faced a servicing and repairs as opportunities to watched AA campaign on YouTube and younger audience, says Gruszka. continue our expertise. had a 74% increase in positive The organisation has begun a further The changing world in which the AA engagement compared with the project focused on roadside member finds itself also informed the That AAs previous advertising campaigns. retention and brand messaging. The Feeling campaign, produced with These projects, including the That work involves researching the creative testing partner Acacia Avenue. Feeling campaign, are building the messaging and marketing around its While responsive to the pandemic and narrative head of a campaign focused on roadside maintenance business, which the end of the first lockdown in the the freedom of driving, according to accounts for two-thirds of group summer of 2020, the campaign is the Gruszka. While postponed revenue. The research until 2022 because of the will examine the pandemic, work has begun, companys roadside with Murmur appointed to retention and We need to look at other run a cultural exploration. acquisition, roadside opportunities to support people Gruszka says his ultimate aim product and direct across their driving lives is to ensure insights remain response marketing core to decision-making at communications, and the AA as it grapples with the target segments. ever increasing commoditisation of the As cars become more reliable and first from the AA that draws on other breakdown industry. We are building up the introduction of electric vehicle aspects of driving life, speaking more a body of work that is underpinning key technology means there are fewer parts about helping customers to get on with strategic activity maintaining our that go wrong, breakdown is likely to driving, rather than reactions to category leadership, he says. There recede, Gruszka explains. We need to accidents or breakdowns. It was the first are opportunities as the brand plays out look at other opportunities to support advert from the organisation that did its vision for insight to be used much people across their driving lives, not feature a patrol or an AA van. more broadly. whether that be through suitable That Feeling has been the most The objective has been to speed up financial services such as car leasing effective AA brand campaign launch employees route to insight and allow or smart leasing or looking at car based on short-term business sales, the 42 Impact ISSUE 33 2021_pp40-43 I&S AA.indd 42 26/03/2021 10:10