Marrying up the Queen’s Jubilee with the potential for a bumper bank holiday weekend for roadside breakdowns, The AA’s tactical campaign harnessed the brand’s heritage and purpose to effectively drive consideration and emotional connection
With Newsworks nominating a host of top creative celebrating the Queen’s 70 years on the throne, the ad was named most effective in a study by The Works, produced as a partnership between Kantar, Marketing Week and the Advertising Association’s Trust Working Group.
The Works asked 750 consumers what they thought of five separate ads — 150 words per advert — and ‘Congratulations mA’Am’ scored in the top 20% of all UK ads on distinctiveness and in the top 7% on brand cues.
It was also considered likeable by the study’s participants, coming in the top 40% of all UK ads. According to Marketing Week, the consumers ‘appreciated the play on words and the connection to the brand in a meaningful way’.
The AA’s head of offline response marketing Simone Scaysbrook spoke to Marketing Week, explaining the power of the campaign.
She said: “We’re in a lower-interest category, so we have to do things that are engaging and relevant. We’ve done that with this creative and we have done that in the past.”
Read more about what made The AA’s ad so effective in Marketing Week’s story here.
