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The AA (UK) - Creative Case Study.
The Brief.
The AA is a roadside breakdown service, whose members sign up annually. The AA has a mailing programme aimed at getting members to renew. They asked their agency to produce a final postcard that could be sent to those who had ignored all previous renewal mailings.
The Proposition.
If you don’t renew your membership, you’re on your own if you break down.
The Creative.
The front of the postcard was strongly branded with a headline and call to action and on the reverse, on brown card, was a hand written sign of the home town of the recipient. The message being that if they broke down after their membership had lapsed, they would have to hitchhike home.
Source: ‘How to do better creative work’ by Steve Harrison, 2009.
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