Singing for brand recognition

AMBITION

Consumers traditionally associated AAA with roadside assistance and not auto or home insurance—awareness of these product offerings was low. How could CSAA Insurance Group increase top-of-mind awareness, consideration, leads, and ultimately profitable growth with products that many didn’t know existed? We needed to break through in the very loud, very cluttered insurance category to increase unaided awareness of AAA Auto and Home Insurance.

ACTION

Research confirmed what we’d already guessed: Most people don’t trust or like their insurance providers. On the other hand, people trust and love AAA. So to stand out from the clutter we created a new “product” that not only made it impossible to forget that AAA offers insurance, but also depositioned the competition by putting them all into the same bucket. It’s not insurance. It’s InsurAAAnce, with AAA. And that makes all the difference.

ACHIEVEMENT

The campaign led to a 58 percent increase in shopping share, an overall increase of 44 percent in quotes, a 6 percent increase in new policies, and of course, a lot more As. CSAA Insurance Group operates within AZ, CA, CO, CT, DE, ID, IN, KS, KY, MD, MT, NV, NJ, NY, OH, OK, OR, PA, SD, UT, VA, WV, WY and DC. Results applicable only for markets in which the spots aired.

58% Overall increase in shopping share since the start of the campaign

44% Overall increase in quotes

6% Increase in new policies

Our new campaign—Goodbye Insurance, Hello InsurAAAnce—embodies the unique offering CSAA Insurance Group can provide consumers and what sets us apart. Deloitte Digital, in partnership with Dave Meyers, brought this to life in our new spots, creating a fresh perspective for our marketing. We are excited to see this campaign continue to roll out and build on the success of our AOR relationship with Deloitte Digital.

Linda Goldstein, Chief Customer Experience and Marketing Officer, CSAA Insurance Group