AA Loans: Those 'very nice' AA men now fix loans too - IPA Effectiveness Awards Case Study 2004

Brief Description: The AA was under pressure to increase revenue from non-breakdown products. This case demonstrates how a well established brand moved into a highly commoditised financial services market and got right to the top of shopping lists within two years. It shows how an integrated communications solution helped AA Loans become a major force in the notoriously competitive unsecured loans market. This approach not only doubled the value of the loans business within two years, but it also created an increase in return on investment of over 20% ;---(TAGS)--- Full Title: AA loans - those 'very nice' AA men now fix loans too : getting to the top of shopping lists in this highly commoditised market ; Number: 2004/30 ; Brand Name: AA Loans ; Client: AA / Centrica Personal Finance Limited ; IPA_ProductCoding: Financial Services (Loan/credit companies inc. car finance) ; Agency: Rapier Manning Gottlieb OMD ; Author: Max Wright, Stuart Garvie ;