AAA Insurance Direct Mail

Client:
AAA Insurance

Industry:
Auto insurance

Company:
Although AAA is well known for providing roadside service, the organization offers other products and services, including auto insurance.

Project:
AAA regularly tests direct mail as a tactic for acquiring new members and to promote auto insurance.

For this project four different types of messages were developed, each focusing on a different aspect of product benefits. Although core benefits remain the same, these four envelope packages were developed to determine which work most effectively. These include

1. Trust: a key pillar of AAA’s reputation and its 100+ years of service

2. Savings: a message that ‘s supported  by AAA’s status as a membership organization, not a for-profit company

3. Extra benefits: Many members don’t realize that AAA membership includes not only roadside service, but other benefits including auto and other types of insurance

4. Protection: A message that focuses on the more emotional and less cognitive aspect of making sure drivers know they are protected by quality coverage. guide to treatment experience

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