Automobile Association: No more Mr Nice Guy - IPA Effectiveness Awards Case Study 1996

Brief Description: By 1992 AA was suffering increased competition from RAC and National Breakdown, and a loss of fees and members. Campaign needed to put across the high standard of their service, previous campaigns had stressed friendliness but now needed to stress professionalism and justify the price. In 1993 '4th Emergency Service' started with an immediate increase a 'reliable and trustworthy' image. (Omnicar) results were an increase in memberships in 1993/4 with membership sustained in 1995. Morale improved among AA staff. Bronze Prize winner ;---(TAGS)--- Full Title: AA - no more Mr Nice Guy ; Number: 1996/203 ; Brand Name: Automobile Association ; Client: Automobile Association ; IPA_ProductCoding: Automotive (Breakdown services) ; Agency: HHCL and Partners ; Author: Jon Leach, Roger McKerr ;