Awareness for AAA insurance—especially home insurance—was low, even among AAA members. AAA needed to get the attention of both current and new customers, but it’s difficult to stand out when every insurance commercial is about bundling—and other insurers have massive advertising budgets. We were asked to develop a singular message and impactful campaign that could cut through the clutter. With an insurance crisis in Florida due to increased weather-related losses, rising premiums and insurers fleeing the state, Floridians were desperate to find an insurance brand who they could trust would be there when things went wrong. For years, AAA has been one of America’s most trusted brands based on member benefits, like Roadside Assistance. We now needed to translate that brand value into insurance. This was an extraordinarily competitive and complicated market, so we knew the creative had to strike the right chord. Based on our new positioning—“AAA is the insurer that’s serious about protecting its members, offering serious coverage and serious savings.”— we developed a range of concepts, ranging from super serious to seriously funny. We then did extensive concept testing to determine which execution would break through. The concept testing showed that members and non-members were pleasantly surprised by the lighter tone of the campaign from a brand they perceived as a bit boring. The “Seriously” campaign launched in Florida in October 2021. After three months, the results were astonishing. See more here: https://www.theprimacy.com/agency-work/aaa-insurance