Farmers are potentially high-value business customers for banks, but research showed they are wary of financial corporations. To win their trust Barclays inserted maps of London into the farming bible Farmer's Weekly ahead of the Royal Smithfield Show - the farming event of the year. The maps made navigating London easier for out-of-town farmers who were attending. Outside the show itself, all available outdoor sites were bought and branded trucks were driven around the exhibition hall throughout the event.
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Title: AA brand campaign
Media agency: Manning Gottlieb OMD
Media director: Ron Mudge
Media planner: Liz Bousfield
Creative agency: M&C Saatchi
Creative director: Simon Dicketts
Account director: Jeremy Hemmings
Account planner: Bridget McGann
Client: AA
Brand/product: Brand support
Marketing director: Clare Salmon
Media/brand manager: Cathy Billett
Awareness of the AA's "Just AAsk" strapline shot up to 80 per cent following this campaign. Its relaunch as a brand that offers a broad range of motoring services focused on outdoor, "the motorist's medium". Bus rears, six-, 48- and 96-sheet posters and car park booms were used with creative tailored to each site. Bus rears ads integrated the bus number into the message while one roadside banner in Scotland read: "Can getting to Dundee be a piece of cake?"
