Abstract
The AA motor insurance case shows how it is possible to revive a traditionally perceived brand, enabling the AA to win customers in a highly competitive, confused marketplace. The AA began by commissioning research to identify the principle concerns of customers and prospects. In answer to these concerns, the AA made substantial improvements to both their operations and communications. The AA Team campaign was launched using strong, innovative images to represent the dedicated, high calibre staff providing the motor insurance broking and booking service. Customers and prospects responded positively to the tangible benefits offered by the AA's motor insurance team and, after only one year, campaign results had exceeded expectations.
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