DIRECT NEWS: HHCL extends theme of AA work below the line

HHCL & Partners has landed its first piece of direct marketing business from its existing above-the-line client, the AA, with a brief to create a direct response campaign to drive new member recruitment. The account was previously handled by TBWA Payne Stracey.

HHCL & Partners has landed its first piece of direct marketing

business from its existing above-the-line client, the AA, with a brief

to create a direct response campaign to drive new member recruitment.

The account was previously handled by TBWA Payne Stracey.



HHCL, which has handled the AA’s above-the-line account for five years,

will introduce the first direct response work this week with inserts in

national broadsheets and tabloids. A direct mail push will follow in

May.



The campaign draws on HHCL’s current ’that’s the job of the AA’ TV

campaign which aligns the AA with the police, fire and ambulance

services. The direct mail leaflets, for example, use a photo from the

television commercial showing an AA patrolman attending a breakdown in

the pouring rain. The headline reads: ’Who would you trust to help you

in a breakdown emergency?’



Inside the leaflet, the text explains the job of the AA: ’You are the

member, not your car. So even if you’re travelling in someone else’s

car, you can still call for help. That’s why our members think of us as

the fourth emergency service.’



Hugh Eaton, direct marketing account director on the AA at HHCL, said:

’Before this there was little relation between what we saw on TV and the

direct work. We’d done the TV campaign so went to the AA and explained

how it could work across other media. The way things are moving towards

closer integration within the AA, it made sense to have that in the ad

campaign - a strong idea in TV which is worked into other media.’



HHCL won the AA’s account in 1993, beating Euro RSCG, BMP4 and CME

KHBB.



The pitch focused on whether the AA needed to move beyond its

six-year-old catchphrases, ’I know a man who can’ and ’A very nice man.’

HHCL’s first work broke later that year, replacing the lines with ’The

fourth emergency service.’



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