AAA Discounts & Rewards

AAA is the gold standard for emergency roadside assistance. It serves millions of members in the U.S., with over 6.5M in Southern California alone. What the majority of members didn’t realize is they could save on everyday items at over 100,000 retail and online partners.

Challenge:
Shift the perception from just emergency rescue to everyday value. By taking advantage of AAA Discounts & Rewards, members will find it could help pay for the cost of their membership.

My Role:
Creative Director leading and mentoring a team of art directors, designers and writers across experiential, print, digital, social, direct mail and retail. Forged strong relationships with account service, strategy, studio and production teams, as well as vendors, to turn big ideas into bold, integrated work from concept to execution. Presented creative and POVs directly to client executives, becoming their go-to thought leadership partner. That trust extended beyond the campaign to strategic recommendations reimagining the in-branch experience.

Here to save you

Flipping AAA’s most iconic symbol, the tow truck, on its head grabbed immediate attention. Instead of hauling broken-down cars, it carried the everyday items members could save on, from movie tickets to shoes to burgers. Every delivery was a reminder that with Discounts & Rewards, AAA was “Here to save you.”

Popcorn Truck Debut

“Here to save you” kicked off by turning the idea into something people could see, touch and experience. A full-size, working AAA tow truck was topped with a supersized, hand-sculpted popcorn box, then rolled onto raceways, parking lots and outdoor events to surprise and delight crowds. Its big debut came at the Auto Club 400 with a victory lap around the track. AAA ambassadors were on the ground handing out buttery popcorn, showing fans how Discounts & Rewards adds up to real value and signing new members up on the spot.

WARNING: Video has sound.

Print Materials

Quarterly print ads kept the campaign rolling all year, each one built around a retail partner, occasion or seasonal moment to feel timely and personal. Created exclusive co-branded offers and mailers that moved members from awareness to action, driving redemption and reinforcing that Discounts & Rewards savings could help pay for the cost of their membership.

Digital touchpoints

Personalized emails, digital banners and social posts met members in places they didn’t expect, keeping AAA top of mind. From speedway buzz to date nights and everyday essentials, Discounts & Rewards spoke to what members loved most, turning their passions into reasons to save.

EXtending the campaign

As the campaign evolved, the “Here to save you” truck began delivering something new. AAA introduced an app as a key benefit, showing how it made life easier, from tracking roadside help in real time to checking gas prices nearby. A layered rollout tested multiple paths to download, led by text messaging alongside URLs and QR codes to learn what prompted people to act.