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The AA is a British motoring association, which was founded in 1905 and provides car insurance, driving lessons, breakdown cover, loans and motoring advice. The AA has a long and illustrious history but still promotes the core values that motorists have trusted since the start. Currently the largest motoring organisation in the UK they serve more dedicated patrols than anyone else.

The Brief

The AA asked us to create two separate campaigns:

  • Promote the AA Driving School,

  • Drive awareness and increase member registrations of the AA Rewards Scheme

We were also tasked with creating buzz and building an engaged community around the 2012 Silverstone Classic event – the world’s biggest classic motor racing festival and one that was being promoted by The AA.

What We Did

We set off on our campaign and created Twitter and Facebook accounts for the AA Driving School while also taking charge of the current AA Rewards social media accounts with a view to creating engagement and driving an audience towards our Silverstone Classic “Spin & Win” microsite. Through regular targeted engaging posts and the use of original content and infographics we were able to grow The AA’s online engagement by 120%

Our next challenge was to engage young drivers through Facebook and attract more beginners to learn with the AA which in turn would provide the motoring school with better pass rates. To do this we created a highly functional Facebook application called the “AA Zone”. This app allowed drivers to track their learning progress while also helping them to identify their weakest areas. On top of this, the app had an area where users could share their success stories, take part in surveys and book driving lessons.

The final piece in the puzzle came when we developed our innovative “Spin and Win” microsite. This site promoted the Silverstone Classic event and brought further attention to the AA Rewards Scheme. When landing on this microsite, users were presented with a festival scene and a huge spinning Ferris wheel. To win one of the available prizes, users were encouraged to stop the wheel by pressing the ‘share‘ or ‘tweet‘ button. This site was particularly successful and opened up the scheme to motoring enthusiasts and backseat drivers alike.

Designs & Infographic

Results

  • 10,000 plays of Silverstone Classic “Spin and Win” game and email addresses captured over an 8-week period.

  • 7600 #spinandwin tweets sent throughout campaign

  • Uptake in Facebook and Twitter engagement of 120%