MUH-TAY-ZIK | HOF-FER Unveils Coast-to-Coast Campaign for AAA
In a new 360-degree campaign for AAA including TV, radio, OOH, retail, social, and digital components, independent agency MUH-TAY-ZIK | HOF-FER shows this century old company is more than a fleet of tow trucks; AAA also offers its 55 Million members competitive Home, Auto, and Life Insurance policies.
Rolling out Stateside this month – including California, Arizona, and Philadelphia – the campaign leads with insurance, rather than AAA’s legendary roadside service. It’s the only insurance that comes from the same people who can also provide everyday benefits like discounts, DMV services, travel planning, and more.
Charles Castano, AAA Northern California, Nevada, and Utah (NCNU) Executive Vice President and Chief Marketing Officer, comments: "It’s easy to think of insurance as just one product. But we think it’s important to change that perception, especially since we can use the power of our brand to position ourselves as unique in the industry. The power of our brand is in a way our 'secret-sauce.'"
As the campaign touts, “It’s insurance that’s not just insurance.” The story of a consumer’s relationship to the AAA brand is conveyed in a series of TV spots. The two :60 spots included are:
- "Car Selfies," here: An upbeat journey that takes us from work to play, accident to rental car, and daily adventures to weekend road-trips, as told through the unique perspective of the front of a car;
- "Miles of Life," here: Based on the statistic that on average we only use our car insurance once every 160,000 miles, this spot shows all the ways AAA works hard for its members when there isn’t an accident.
"The opportunity was to change-up consumers’ perception of AAA by leading with AAAInsurance and telling the unique story that AAA Insurance actually comes from the same people who are more commonly known for their roadside help,” says Matt Hofherr, Co-Founder and Director of Strategy, MUH-TAY-ZIK | HOF-FER.
AAA of Northern California, Nevada, and Utah: Miles of Life :60 from MUH-TAY-ZIK | HOF-FER on Vimeo.
As an agency known for its offbeat humor, MUH-TAY-ZIK | HOF-FER is helping re-imagine a venerable American brand with a campaign that features authentic and relatable moments for the AAA customer.
AAA of Northern California, Nevada, and Utah: Car Selfies :60 from MUH-TAY-ZIK | HOF-FER on Vimeo.
John Matejczyk, Executive Creative Director, MUH-TAY-ZIK | HOF-FER comments: "We love the idea of taking a big, trusted American brand and breathing new life into it. AAAalready had enormous trust. But we saw an opportunity to increase their relevance.”MUH-TAY-ZIK | HOF-FER also acted as the full service media planning and buying shop for the upcoming campaign including TV, Radio, OOH and Digital.
Castano further adds: "This new campaign, created in collaboration with MUH-TAY-ZIK | HOF-FER and running in Northern California, Nevada and Utah, shows Members and future Members that our insurance is not “just” insurance. In so doing, we breathe new relevance into our already-trusted brand that supplements our insurance offerings with the Membership benefits that people know and trust."
MUSIC: “Lazerdeer,” “Ogden,” “Valagogo,” “Stik” (Instrumentals) written by Andrew Feltenstein and Jon Nau / Beacon St. Studios, Inc.
“Home” (Instrumental) written by John Christopher Barnes, and Gareth Williams /Human World Wide Publishing
