How do you get the king of roadside assistance to deliver on the same promise of security and reliability to a new market?
When the AAA innovations team had an underperforming campaign launch for their car sharing service, GIG, they came to us for help in crafting an effective brand and messaging strategy.
I was the creative director, working closely with our clients, writers and designers to deliver a turnkey campaign platform for new cities to adopt. We collaborated closely with GIG to make sure our strategies were aligned.
Our campaign, "Have a Gig Day." was based on the key insight of "Short is special” coming out of workshops I helped to facilitate. The objective was to target users that might not own a car or would use it primarily for errands, shopping, commuting or social outings. And keeping it hyper local and unique to the regions was important for customization. We helped redefine the brand as cheeky, approachable and authentic. We’re how you do more getting from point A to B.
The impact of this campaign helped boost awareness and activation beyond AAA’s regional market expectations. Since it’s launch, we witnessed an increase in short trips taken across the Bay Area and captured 13k+ new AAA member sign-ups.
Writer, strategist: J.J. Elliot
GIG Car Share
We concepted, designed, and delivered a comprehensive turnkey solution which details the strategy, design, and specifications for new cities to implement GIG Car Share.
Working with the product team, our designs informed new updates and improvements to the existing UI and onboarding process.
Our key insight was to focus on short trips and staying hyper local. This was an example scenario showing a young couple coming back from the local flea market.
The campaign ecosystem focused on a holistic approach to generate awareness and to capture new and existing AAA members to sign up.
I led a series of workshops with key stakeholders from A3 Innovation Labs to gain key insights for guiding our creative process and meeting our business objectives.
Carpool
A series of fun and cheeky :15 videos on why you should use a GIG. Like that time when you’re carpooling in a Lyft with the wrong share riders.
Director of photography: Sean Turner
Spa
A series of fun and cheeky :15 videos on why you should use a GIG. Like that time when you’re enjoying your spa treatment and realized your parking meter is up.
Director of photography: Sean Turner