Founded over a century ago, AAA had its roots in championing driver and passenger rights, advocating for fair laws, and promoting safer vehicles – all in the pursuit of fostering a love for the open road and the thrill of driving. With a remarkable journey spanning more than 100 years, AAA has evolved into a formidable force, boasting a membership base of over 54 million individuals. Initially recognized for its invaluable roadside assistance, AAA has expanded its scope to encompass a comprehensive array of travel-related services, alongside a diverse portfolio of insurance and financial products.

Today, AAA stands as a national federation, comprising 44 individual motor clubs across the United States and Canada. It continues to uphold its legacy of advocating for the rights of drivers and passengers while offering a myriad of services to its extensive membership.

In collaboration with AAA of Southern New England, Leonardo Design undertook the task of crafting an ad campaign strategically designed to bring attention to the financial services offered by AAA. The campaign was executed with a vibrant and whimsical aesthetic, featuring compelling “question-themed” headlines aimed at capturing viewer attention and enhancing engagement.

The results have been impactful, with Southern New England experiencing a surge in interest and awareness across the spectrum of product offerings since the campaign’s launch. The primary full-page ads prominently showcase competitive rates for mortgages, home equity, and auto lending, complemented by a highlighted calendar featuring reverse mortgage seminars. Simultaneously, smaller-scale print ads hone in on specific offerings such as student lending, auto insurance, and additional mortgage products, creating a targeted and effective approach to reach diverse audience segments.