CAA puts membership card at the heart of new campaign

Campaign highlights all the ways that having a CAA membership helps with daily life

Thornhill, ON, October 3, 2019CAA South Central Ontario (CAA SCO) has unveiled a new advertising campaign to demonstrate how the organization helps members beyond roadside assistance.

“Over the years CAA has evolved and grown, and we felt that it was time to showcase the different ways that membership adds value to people’s lives,” said Erin Roux, brand manager, CAA SCO. “We wanted to show people that it is a card worth having in your wallet, even if you aren’t a daily driver.”   

The campaign was created in collaboration with creative agency Arrivals + Departures along with media agency Media Experts and marks a milestone for the brand as its first fully-integrated, insights-led campaign.

“Media Experts helped to identify the most effective channels to reach multiple target audiences with different messages, the story then came to life with the exceptional work of Arrivals & Departures’ talented creative team,” said Roux.

From member benefits at CAA’s full-service travel agency and insurance company to savings at over 250 CAA Rewards® partners, CAA has built a suite of products and services that are designed to help members through all of life's experiences, not just when they’re having car trouble.

This creative shows scenarios where people find themselves in a negative situation, only to have it interrupted by the CAA card and find themselves transported to where the problem has already been resolved. This idea is continued in digital and print, where what appears to be a text message heading in a negative direction is then halted by the CAA card, taking a 180º turn to end on a positive note.

“The campaign is not only very functional in its messaging but very charming and fun. With so many brands trying to make an emotional connection with consumers by tugging the heartstrings, there’s a white space for brands to go back to fun and humorous creative,” said Jeff MacEachern, chief creative officer, Arrivals + Departures.

"Showcasing the value add of membership opened the door to uncovering new audiences,” explained Kris Davis, senior vice president, customer service, Media Experts. “By strategically employing a mass media approach in highly-relevant ways, we were able to target new consumers, with impressive impact.”

Three of the TV spots are on air now, with two additional spots to air in 2020. The campaign includes TV, online and social videos, OOH, and display ads, among others.

Related Links
30s spot:

6s bumper:

the message (Direct Aritcle Link)