CSAA Insurance- Integrated Campaign - InsurAAAnce


  • TV/Video
  • Digital
  • creative
  • Automotive
  • Insurance
  • production
  • auto insurance

CSAA Insurance had a complicated challenge — people knew AAA for their roadside assistance and travel, but no one knew they offered insurance. CSAA was challenged to find growth and drive conversion in an industry that was defined by customer cannibalization, price wars and $1B marketing budgets.

Using audience look-alike models, we identified a new audience segment with the right scale to drive growth and that had been dismissed by the category. Coupled with our technology and 1:1 marketing capabilities, we brought a holistic strategy to build the CSAA insurance brand and drive conversion.

We developed a campaign around the brand’s legacy as the most trusted service partner for 100+ years. To highlight this competitive difference, we put AAA in the middle of insurance (literally) – it’s not insurance, it’s InsurAAAnce.

Our purpose-driven “InsurAAAnce” platform built direct consumer connections and drove conversion with personalized offers and product promotions via acquisition tactics, policy holder comms, SEM and web design. Our integrated campaign spoke to AAA’s offers and products, while also giving the brand a sense of purpose that was different from the rest of the category.

24% lift in leads
10% lift in quotes MOM
Brand opinion lift: 10% Gen Pop & 12% Millennials
Intent lift: 3% Gen Pop & 13% Millennials