The AA Ireland was facing challenges to its market share from insurance companies offering breakdown assistance. To address this, it targeted existing insurance customers who were older and urban-dwelling by sending a direct mail campaign. The mailing was designed as an "Emergency Kit" that was highly personalized to appeal to recipients and show that the AA is there to help with any car troubles for a low daily cost. The campaign resulted in a 4.7% response rate for new AA membership sales, successfully defending the organization's market share against competitors.

1. Emergency Kit AA Ireland Agency: DirectBrand anpost.ie/mailmedia

2. Emergency Kit The Challenge The trend in the Insurance market has been to offer breakdown recovery as part of your annual insurance premium. This has started to erode some of AA Ireland’s Membership share of the market. The challenge for AA Ireland was two fold: To defend market share against other insurance company entrants offering breakdown assistance Convert AA Ireland existing insurance customers as AA Member customers.

3. Emergency Kit The Target Market The target audience was made up of existing Insurance customers who had been profiled in the upper age group and predominately urban based. This profile was chosen after extensive analysis of the AA Membership database to see where the ‘sweet’ spot for targeting insurance customers to cross purchase AA membership.

4. Emergency Kit The Thinking The strategy was to create an engaging interactive mail piece that would reinforce the key positioning that AA wanted to achieve with their Insurance customers. A highly personalised mailer was designed to show how the AA is personal to you and not just your car.

5. Emergency Kit The Mailing The creative strategy was to design a direct mail campaign that would appeal in a very realistic way. Everyone will encounter car trouble at some point, but having AA by your side 24/7 will make it an easier journey and for as little as 20c per day.

7. Emergency Kit The Results This campaign resulted in a response rate of 4.7% in new membership sales

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