AA leverages LADBible partnership to crack younger audiences

Youth-focused media platform LADBible has partnered with the AA to help give young people a confidence boost when driving through a wacky campaign driven by ‘People Do Nothing’ star Chabuddy G.

Coming as part of the AA’s ongoing ‘It’s OK, I’m with the AA’ brand platform, this latest push aims to put the vehicle services provider in touch with a younger demographic by leveraging LADBible’s extensive reach within the under 35s.

Running from August to November this year, the campaign will be supported by a range of Instagram, TikTok and Facebook executions, centred around a sitcom-esque series of activations.

“We are super excited to have partnered with LadBible Group on a social extension of our ‘It’s ok, I’m with the AA’ campaign to bring the unshakeable confidence of being with the AA to life alongside the (sometimes misguided) confidence of Chabbudy G and MC Grindah,” AA group brand director, Will Harrison, said.

“Whether you think you are an expert already, like MC Grindah, or in a scenario where Chabuddy G is trying to put his own unique mark on your car, you’re ok when you’re with the AA.”

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The first installment ‘Fix My Motor’ will feature AA engineers bringing old cars back to life, with Chabuddy G adding his own personal panache to the vehicles.

This will be followed by ‘Whip School’, a six-part series that will include advice for young people learning how to drive, as well as how to deal with accidents and MOT test.

LADBible Group director of client solutions, Jack Cowin, added: “The younger generation are aware of AA as a breakdown service but we hope that this campaign will bring to life that actually, they are there to support them with a range of driving needs.We know this audience is turning to social for help and information, so it felt only right that we bring the AA’s knowledge to them in a format that resonates.

“By placing the AA at the heart of popular culture, via relatable characters our audience know and love, in engaging social formats that modernise the usual driving support and advice, we are confident that we can empower our youth audience to get on the road and know where to go to for help.”

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