Campaign Objective: Promote that AAA Membership makes a great gift for the holidays 

Campaign Target: Anyone looking to protect their loved ones on the road

Campaign Concept: What a Gift

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This co-branded campaign with Disney gave us access to use the iconic Cars characters to promote the idea that AAA Membership makes a great holiday gift. Headlines referenced the speed of the AAA roadside assistance tow trucks while winking at the character names Lightning McQueen and Tow Mater. Concepts were used in email, landing page, display ad, and print channels.

Campaign Objective: Emphasize the protection of AAA Insurance

Campaign Target: Baseball fans who need auto or home insurance

Campaign Concept: Major League Protection

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Inspired by the seasonal partnership between AAA and the San Francisco Giants, this campaign centered on comparing the sense of protection you get with AAA Insurance to the protection provided by iconic baseball equipment. Concepts were used in email, landing page, social, display ad, and print channels.

Campaign Objective: Emphasize the peace of mind AAA Insurance provides

Campaign Target: Baseball fans who need auto or home insurance

Campaign Concept: Save the Drama

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I wanted to focus on how the peace of mind you feel when you have AAA Insurance keeps real-life drama at bay and lets you save your emotions for the game. Since the target audience was baseball fans, I created names for the dramatic fan reaction faces to underscore our deep, authentic knowledge of the game and its drama. Concepts were used in email, landing page, and print channels.

Campaign Objective: Emphasize the security of AAA Insurance

Campaign Target: Baseball fans who need auto or home insurance

Campaign Concept: No Luck Required

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Positioning the giveaway item as not just a "free Giants hat" but as a "Rally Cap" was the driving force behind this concept. Since a rally cap is supposed to bring luck to your team, I contrasted that idea with the claim that using AAA Insurance means you never have to rely on luck to feel secure. There was also a social element to this campaign asking fans to post photos of themselves to Twitter wearing their rally caps in a unique style at #AAArallycap. Concepts were used in email, landing page, display ads, video, and two-page magazine spread.

Campaign Objective: Promote the features of AAA that keep you moving 

Campaign Target: Basketball fans who can’t afford to be without a car

Campaign Concept: Power Forward

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While a Power Forward is a position on a basketball team, it's also what AAA roadside assistance keeps motorists doing—powering forward. A partnership between AAA and the NBA's Sacramento Kings required a campaign concept that captured the dynamic movement of the game with inspirational, active, athletic-sounding headlines that also connected the mobility features and benefits of roadside assistance that keep you moving. Concepts were used in email, display ad, and print channels.

Campaign Objective: Focus on the unique fan item you could get free with a Membership

Campaign Target: Basketball fans who want to show their devotion to the Kings

Campaign Concept: Fan of Few Words

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For in-stadium promotions, marketing leadership wanted a concept that put the giveaway item, a Sacramento Kings knit hat, at the forefront and that communicated the intensity of the team's fandom. I opted for a concept that used bold one word headlines, using confrontational terms fans would use to express their allegiance to their team. Concepts were used in print ads, in-person displays, and take-one brochures.

Campaign Objective: Highlight the feeling of freedom AAA roadside assistance gives you 

Campaign Target: Anyone hoping to hit the road for a summer getaway

Campaign Concept: Give Chase

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The idea here was to capture that windows-down, wind-in-your-hair, carefree sense of adventure you get driving in the summer. Action-oriented headlines used words like Chase, Rush, and Pursue to convey speed, motion and freedom that AAA lets you embrace by eliminating your worries, so you concentrate exclusively on enjoying the open road. Concepts were used in email, landing page, display ad, and a two-page magazine spread.

Campaign Objective: Commemorate 100 years of AAA Insurance

Campaign Target: Prospective customers skeptical of emerging online-only insurance providers 

Campaign Concept: Keep It One Hundred

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AAA Insurance was celebrating its 100th anniversary and this concept used that powerful number to not simply commemorate the stability and longevity a milestone of this magnitude conveys, but to spotlight the specific product features AAA Insurance has delivered for 100 years. The 100% was then used to speak to the quality and quantity of benefits the AAA brings to customers, with a special emphasis on local agents that online competitors didn’t provide. Concepts were used in email, landing page, display ad, and print channels.

Campaign Objective: Road trips start with AAA Insurance 

Campaign Target: Summer road trippers who need auto insurance

Campaign Concept: All American

For this summertime campaign, I wanted to highlight the truly American notion of the summer road trip. By adding the word "Summer" to famous quotes from American history the headlines served as a vocal declaration of the freedom road trips offer and the best way to guarantee that feeling of freedom is with the peace of mind that comes with AAA Insurance. Concepts were used in email, landing page, display ad, and print channels.

Campaign Objective: Accentuate the usefulness of the free item you getwith an insurance quote

Campaign Target: Adventure-focused motorists in need of insurance

Campaign Concept: Get in Gear

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This road trip campaign offered customers a free duffel bag with an insurance quote. Naming it a "Summer Gear Bag" allowed me to use the multi-faceted word "gear" as both a noun and a verb—driving home the utility of the giveaway item as well as highlighting the good times you'll experience on your road trip adventure when covered by AAA Insurance. Concepts were used in email, landing page, display ad, and print channels.

Campaign Objective: Lean on heritage to soft sell AAA Insurance

Campaign Target: Rural customers in need of auto insurance

Campaign Concept: Built for the Future

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For some rural markets, leadership wanted to try a concept that took a gentler, heritage-focused approach. These headlines nodded to the need for insurance to protect your future, but used a homespun tone and more reflective language to underscore the message. Concepts were used in email, postcards, and magazine ads.