WE GOT AA PATROLS TELLING STORIES

THE CHALLENGE
Every year, The AA celebrates a member of staff who embodies their key principle of ‘fixing the person before they fix the car’ by naming them Patrol Of The Year. To follow on from the success of previous Patrol of the Year campaigns, The AA wanted (for the first time!) to use this moment to recognize all patrols through social media.

PEOPLE-FIRST INSIGHT
While the average motorist doesn’t ever anticipate or dwell on the worst case scenario, The AA’s patrols spend most of their workday helping and comforting distressed members. For them, it’s all in a day’s work.

THE STORY
We created a short social film called Births, Marriages and Breakdowns to celebrate the most bizarre, intense and unusual situations that patrols have ever dealt with.

In it, a selection of The AA staff from all over the UK share their most unforgettable stories and how they went the extra mile for members in need. The minute-long video closes with a sentiment that resonates with The AA: ‘The extra mile is often the most memorable’.

Because of the staff celebration video, morale was boosted amongst The AA’s employee base and it was recognised internally on a national level, while also reaching half a million members and key target audiences through social media.

THE OUTCOME

495,499 social views in a single week. 521,298 total reach in social. 5% organic reach (earned through sharing and tagging). 1,111 viral engagements.