9C. AAA Washington Approved Automotive Repair

C. AAA Washington Approved Automotive Repair: Our marketing objective was to take information gleaned from AAA National research and use these consumer insights to increase member awareness of AAA Washington’s local Approved Auto Repair (AAR) program. After learning that most members aren’t aware of all the benefits offered at AAR shops, we designed an ad campaign which features one unique AAR benefit in each headline, plus imagery using real automotive parts to spell out an enticing word (i.e. 10%, FREE, etc.). Each headline is payed off with the subhead, “And that’s not even the best part,” followed by copy that briefly lists all the other AAA benefits.

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