Consumers traditionally associated AAA with roadside assistance and not insurance -- awareness of this product offering was low. How could CSAA Insurance Group increase top of mind awareness, consideration, leads, and ultimately profitable growth with a product 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.
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 CSAA Insurance Group. So to stand out from the clutter we created a new “product” that not only made it impossible to forget that CSAA Insurance Group offers insurance, but also de-positioned 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.