AAA South Jersey

OVERVIEW:

It's not just about having auto insurance; it's about having the right coverage plan before an accident happens. For AAA South Jersey, serving the southern portion of the Garden State, raising awareness of its auto insurance options was the objective of a multi-screen advertising campaign with Comcast Spotlight.

STRATEGY:

AAA franchises have well-defined boundaries, so geographic targeting was ideal for helping this campaign reach its target audience. By focusing on four zones in southern New Jersey, AAA reached drivers within its service area, avoiding an inefficient overlap with other affiliates. The television advertising component of the campaign included a cross-section of popular networks aligned with AAA's target audience of adults 25-54, like Bravo, Discovery, Food Network, HGTV, History, H2 and TLC. On the digital front, pre-roll video advertising on Xfinity.com also targeted AAA South Jersey's primary audience, offering another opportunity to engage with those in the market for auto insurance.

SUCCESS:

Multi-screen advertising proved to be an effective way for AAA South Jersey to build brand awareness. Three-quarters of pre-roll video ads were viewed for the full 30 seconds, and clickthrough rates were 10 times better than the national average.

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