AA Car Data Check is a quick and easy way for buyers to research a used car’s history so they can avoid any unpleasant surprises around the corner. With a number of similar services competing for buyers’ attention, the AA asked us to help strengthen their foothold in this growing marketplace. Our response was a simple yet highly effective national advertising campaign, optimised for both print and online media. 

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Two into one does go

Our task was twofold: first we had to find a way to sell AA Car Data Check as a credible alternative to the various big-name competitors already established in this area. Then, having gained the audience’s attention, we needed a flexible way to support the cross selling of other AA products and services, enabling them to make the most of every customer interaction.

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Classic with a twist

We created a full campaign identity for this challenger product, with a creative execution featuring animated car illustrations accompanied by punchy headlines that directly address buyers’ concerns. The result worked beautifully as a digital banner ad campaign, giving The AA’s familiar visual style a subtle twist that playfully addressed the perils of buying a potentially dodgy used car.

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Everything just clicked

In the first weeks of launch, click-through rates for AA Car Data Check’s web banners were 68% higher than for previous campaigns, with significantly greater market penetration – evidence, were it needed, that audiences respond well to a light-hearted, intelligent approach that addresses real-world concerns.

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Cubic always deliver the results. With consistent, strong ideas, they have a unique ability to capture the spirit of the brief and translate it into the most creative and business-winning solution.

Jonathan Blackmore
Marketing Director, The AA

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Content strategy

Identity

Visual identity
Verbal identity
Illustration

Experience

Campaigns
Print and literature
Digital styling
Ideas generation
Motion design
Iconography
Animation
Copywriting

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