Motoring association the AA is highlighting its use of app-based location technology What3Words with the latest extension to its hugely successful ‘It’s Ok, I’m with the AA’ campaign.
The newest addition to the campaign features two OOH advertisements in South London (Sutton and New Maldon), with digital billboards which play on the strange scenarios that people find themselves in.
It’s the third reimagining of the original campaign, which was produced in partnership with creative company The Gate, and showcased a number of motorists – including bankrobbers – who found themselves remaining surprisingly calm during a breakdown because they were with the AA.
The what3words partnership allows drivers to communicate locations precisely, with the world divided into a grid of 3m x 3m squares, enabling everything from park benches, apartment buildings and even unaddressed new build properties to have their own what3words address.
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In a further example of AA extending its reach in a drive to appear fresh, earlier iterations of the brand’s ‘It’s Ok I’m with the AA’ message leveraged the LADBible’s reach among the under 35s this summer.
At the time, LadBible Group director of solutions Jack Cowin said: “The younger generation are aware of AA as a breakdown service but we hope 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”.
The brand also aimed to connect with younger audiences by partnering with the Japanese video game Street Fighter featuring characters Ken and Ryu, in an effort to show how the auto company provides “unspeakable confidence”.
