Case Studies - AA Home Emergency Costumed Hand To Hand Leaflet Distribution Campaign

Client: The AA

Brand: The AA Home Emergency Response

Campaign: AA Home Emergency Costumed Hand To Hand Leaflet Distribution Campaign.

Brief:

• To raise awareness, increase consumer understanding and encourage new customers to the AA's Home Emergency Response Insurance cover, through a targeted, costumed print campaign.

Campaign Description:

• To promote The AA Home Emergency Response cover, teams of six high calibre promotional staff targeted office workers and commuters at selected railway stations, business areas and on high footfall retail streets.
• To create a memorable impact during the campaign, teams wore attention grabbing sleeping bag costumes, linking to and amplifying the message of the recent TV advertisements (which featured John Cleese in a sleeping bag), with full AA branding on the front and back.
• The brand ambassadors distributed sleeping bag shaped promotional leaflets, which explained the main features and advantages of the cover, whilst giving a verbal explanation of the benefits.

Locations:

• Link Communication's teams of brand ambassadors targeted commuters at railway stations, shoppers on busy high streets and office workers business areas. The locations were chosen to match the time of the day to maximise audience reach.
• Major cities targeted were London (Waterloo/Liverpool Street/Victoria), Birmingham, Manchester, Liverpool, Coventry, Sheffield, Nottingham, and Leeds.

Campaign Description:

• The promotional staff wore high impact, unique costumes, which were specifically made by Link Communication for the campaign. Sleeping bag type costumes were created using the brand colours and the campaign slogan "No boiler cover? You may need this."
• The costumes created massive stand out on location, arousing much interest (and amusement) allowing the teams to communicate the core brand message.

Results:

• Customer feedback received was highly positive. The costumes were received extremely well, as they were a real eye catcher and helped to make the campaign stand out.
• The positive impact was further proven by the numbers of passing members of the public who asked to have their photos taken with the team, and actively approached the teams themselves to see what the campaign was about.
• Initially when the AA logo is seen the general public associate it with motoring, however a lot of the people the team spoke with were aware of the advertising with John Cleese and understood the association with the sleeping bag.
• Some of the customer feedback received was:
  “It's very reasonably priced”
  “Thanks, I'm looking at some cover for my boiler at the moment”
  “I didn't realise The AA did this type of cover too”

• Due to the nature of the campaign, it generated high interest from the public, which allowed teams to engage a high volume of customers (circa 15,000) each day, creating total of 45,000 interactions in total.
• The brand were so pleased with the activity and way in which it was managed that they have rolled out a larger, nationwide campaign with Link Communication across other areas of their business.