The AA is rolling out a campaign to attract former members to
rejoin its Roadside Assistance service.
The mailing is by Harrison Troughton Wunderman and attempts to use
personalised postcards to increase renewals to the AA service.
Members of the AA's Roadside Assistance service receive up to five
reminders to persuade them to renew their membership. The fifth piece is
the final opportunity to remind people what they will miss if the
The postcard mailing tries to create maximum impact. It has a straight
message on the front of the card with standard AA branding and the line:
"Something to get you home if you don't restart your AA membership."
The back of the card implies that they will only be able to get home by
hitch-hiking. The card appears to be a piece of cardboard like those
held by hitch-hikers and shows the recipient's home town crudely written
in felt-tipped pen. Each individual town name has been lasered on to the
mailing to imitate the handwriting style of a hitch-hiker.
The mailing was art directed by Anthony Cliff and the copywriter was
The AA, which is currently conducting a review of its advertising
following a restructure of its marketing operations, uses Harrison
Troughton Wunderman on customer retention for its motoring services
products. The account was held by Impiric, now renamed Wunderman, prior
to its merger earlier this year with HPT Brand Response.