Red's award-winning campaign for AA Insurance over-delivered on business objectives – driving over 300,000 hits to the supporting website and generating nearly 1,000 new business leads.

Faced with consumer inertia over the annual home insurance policy renewal and a cluttered insurance market, Red sought to connect with AA Insurance’s average customer and target market - Middle England. Our start point?  Acacia Avenue – a byword for British suburban life and a nice hook to AA.

Rather than ‘another omnibus’, our researchers actually visited the residents of 15 Acacia Avenues all round the country. A unique three-month social study was born. The campaign delivered 80% message penetration and made AA Insurance front page news in UK media and delivered a 6-fold month on month increase in share of voice.

This campaign won the Best Financial Services Campaign at the Sabre Awards 2007 and was Highly Commended at the PR Week Awards 2007 (Consumer category).

 “The most interesting piece of work to come from the business for years.”- Kevin Sinclair, managing director, AA Insurance

‘An irresistible story’ – The Times’