Case Study: AAA Achieves 50% Membership Growth with Brandience

AAA grows memberships by 50% with Brandience

AAA, a trusted travel and roadside assistance provider, faced a significant challenge as its value proposition was eroded by competitive intrusion from insurance companies and car dealers offering similar services for free. This led to a decline in memberships and a loss of competitive edge. To address this, AAA partnered with the advertising agency Brandience to redefine its brand value equation.

Brandience conducted a deep consumer dive to reframe the business problem, leading to a new brand idea that positioned AAA membership as a surprising and delightful value offering more than expected. The resulting campaign successfully reversed a steady membership decline and dramatically increased new member acquisition, with some markets seeing a 50% increase. The campaign was so effective it was adopted by other AAA clubs nationwide, demonstrating the power of Brandience's scalable strategy.

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