More Than a Tow: The AA's New Playbook for Total Driver Support

The AA is on a mission to redefine its brand image, pushing beyond the traditional view of it as merely a roadside assistance provider.

To prove just that, The Gate and the brand are challenging and broadening perceptions of The AA by showcasing its comprehensive range of services, extending far beyond Roadside Assistance to include the unique Accident Assist product and other exclusive member benefits.

According to Will Harrison, group brand director of The AA, “Our goal is to promote it effectively, showing that it's also a service from the AA and encouraging customers to consider it alongside our breakdown service.”

At The UK Creative Festival, Harrison explained that the decision to focus on accident management reflects its strong commercial benefits, as it provides a vital extension to the AA's support network. By integrating this product with their ‘It's Okay’ platform, the AA aims to infuse it with the same humor and tone that have resonated so well in other areas of their business. This strategy not only highlights the service’s value but also demonstrates the AA's innovative approach to meeting diverse customer needs.

"We aimed to position ourselves as more than just a breakdown service," said Harrison. "To shift awareness towards us being a multi-service provider, we saw a significant increase—14% in the first six months—according to our brand tracking. Consideration of our product areas also rose during this period."

For over a century, The AA has been a trusted partner for UK drivers, synonymous with expertise, confidence, and support. Known for its iconic yellow vans and roadside assistance, The AA has evolved into a multi-service provider, adapting to the needs of the modern driver.

Harrison adds, "The insight we had was that UK drivers were starting to have a different relationship with driving.

"With the rise of electric vehicles and the perception that cars are less likely to break down, we needed to start thinking about how to support drivers—not just our current members who have been with us for years, but also future drivers who are thinking about driving differently. This was combined with a business need to ensure that we stayed relevant."

From driving lessons and car maintenance to award-winning insurance and assistance after accidents, The AA is intent on ensuring its members are "Always Ahead."

The latest offering from the "It's Ok I'm With The AA" platform features two new 30-second films directed by Si & Ad through Academy Films. The first film, "Shadow," uses humour to highlight The AA's Accident Assist service, depicting an accident caused by a curious distraction in a striking black-and-white style. The second film, "Sticky Situation," showcases the broad membership proposition of The AA, including Roadside Assistance, Accident Assist, and other exclusive benefits, through a comedic retelling of a mishap managed confidently by an AA member.

Central to The AA's rebranding is the emphasis on confidence and trust. By expanding its services beyond traditional breakdown assistance to include offerings like accident management, the AA is reinforcing its reliability. This shift underscores the brand's commitment to being a dependable partner for all driving needs.

Harrison explains that one of the pivotal aspects of the AA’s strategy was redefining the organisation’s core purpose.

"Why does the AA exist? It was all about confidence and trust, establishing our brand and creating the confidence to win. These were the building blocks of our strategy."

By focusing on these core values, they aimed to establish a solid brand foundation and build the confidence necessary for success. This commitment to trust and assurance became the building blocks of its strategy.

Introducing humour

On top of those core values, The AA's strategy leverages humour to forge a deeper connection with its audience.

The Gate's chief creative officer, Lucas Peon expressed how humour is a great way to connect with people. It's disarming and allows the audience to lower their guard. "There's nothing better than a good laugh to help you bond, " he adds.

"When a brand can laugh with you and connect the message to that moment, it stands out, makes a connection, and is memorable. For us, this was a crucial reason. We needed to communicate confidence, and this inspired us."

Humour is disarming, memorable, and engaging, making the brand stand out. By incorporating laughter into their campaigns, the AA creates strong bonds and lasting impressions, resonating well with their target audience.

Building on last year's partnership with LADBible, The AA has also extended its message of driving confidence into broader culture by sponsoring participants in this year's Red Bull Soap Box Race, where they need accident assistance the most.

"Partnering with Red Bull for their soapbox race was a fantastic opportunity to bring our breakdown and accident management services to life," said Harrison. "The team [The Gate] did an outstanding job integrating our brand into the event."

The platform has proven to be highly effective, generating numerous engaging cultural moments and humorous content, including collaborations with comedians like Chabuddy G.

The Gate identified several cultural phenomena that they believed would enhance The AA's 'It's Okay' campaign, demonstrating a sharp understanding of contemporary trends and nostalgia. One notable opportunity was the iconic Street Fighter franchise. Its retro vibe seamlessly aligned with the campaign's themes of comfort and reassurance.

Additionally, The AA collaborated with Korrupt FM, featuring Chabuddy G and MC Grindah, to create a series of video tutorials about driving. These videos humorously explored the often mundane aspects of driving while acknowledging its significance to a younger audience. This partnership not only injected humour into everyday driving experiences but also emphasised the campaign’s relevance and appeal to a younger demographic.