AAA Membership

NATIONAL LONG-FORM CAMPAIGN
Screen shot from AAA commercial by Envision Response

CLIENT
AAA ACSC, Auto Club Group


CAMPAIGN

Broadcast Media, Digital Marketing and Social Campaigns


SOLUTIONS PROVIDED

Creative Concepts, Video Production, Post Execution, Media Strategy, Digital Strategy, Creative Direction


FORMATS

Long Form Commercial

Challenge

In 2009, the Automobile Club of Southern California, the largest division of American Automobile Association (AAA) was seeking a new partner for a new version of their most current long-form broadcast show. Envision Response stepped up to the plate, in one of their largest endeavors to date. We were chosen as the agency of record and tasked with creating an infomercial that was general enough to be used in all of the 12 territories under the ACSC umbrella, but also to create a show that would be region-specific for consumers in each individual territory.

Solution

With so many aspects of the AAA membership being attractive, we might otherwise have been challenged with communicating so much information to the consumer, but working in close collaboration with the ACSC team, we were able to develop and produce a creative that took into account all the territories that were under the ACSC purview. What was created was not only a visual upgrade, but a show that was malleable enough to be amended for years to come, as prices change and offers change. Through detailed scripting and revisioning, our pre-visualization went off without a hitch, and we successfully launched a whole new short form within the year in all regions.

Results

The testament to the success of the AAA ACSC show is evidenced in the fact that it’s still airing regularly in all territories with great engagement, and Envision has been executing amendments and changes since its original production in 2009. Not only that, but multiple other regions, including Automobile Club Group (ACG) in the southeast and AAA Northeast, have licensed the show, and Envision has been editing specifically for their territories as well. Finally, as the biggest confirmation of success, Envision is currently developing another upgrade of the informercial, with a full visual revamp anticipated in 2018.