The British Columbia Automobile Association (BCAA) is positioning itself as a rewards company that also offers various types of insurance in a new marketing push for the long-established brand.
With the help of creative agency DDB Canada and media buyer OMD, BCAA has unveiled a campaign across all advertising mediums to push its “membership is rewarding” tagline.
The campaign is a departure from previous marketing communications that focused on BCAA’s product lines in areas such as auto, travel and home insurance. It now wants consumers to better understand the wider value and rewards they can get. BCAA said its members can save members up to $600 a year through thousands of partnerships it has with consumer brands around the world.
“Our services haven’t changed, but how we’re talking about our services and our value proposition to British Columbians has,” said Grant Stockwell, BCAA’s associate vice-president of marketing.
BCAA has two ads running so far: One shows a retail worker slapping sale tags on cans of paint being picked out by a shopper with the message that “every day is a sale day” for BCAA members. The other shows money pouring out women’s arm cast as it’s being removed by her doctor, with the voiceover stating members can “find money almost anywhere.”
There will be a total of five spots that will run on television as well as other campaign materials across social, digital media and billboards. The ads will run for at least the rest of the year.
“Since BCAA Members can save money in so many ways, the campaign messaging is delivered in a variety of ways,” stated Dean Lee, DDB Canada’s executive creative director. “This eclectic approach keeps the advertising fresh over the course of the year and allows more flexibility to talk about the different aspects of Member rewards.”
It’s the first brand campaign BCAA has launched with DDB Canada and its partner OMD, which were named agency and media agency of record in September 2013.
Stockwell said the campaign was launched in recognition that not enough of BCAA’s existing and potential members realize the various rewards that come with their coverage.
One-in-three B.C. household membership have a BCAA membership today, he said.
“We think by communicating this story more widely to British Columbians that we could potential be one-in-two households,” said Stockwell. “The more members we have, the better benefits we can provide to our members.”
BCAA has been around for 108 years and today has more than 823,000 members. Its services include home, auto, travel and life insurance, as well as roadside assistance. Its membership partners, where people can get savings, include everything from car rental agencies and retailers to hotels and art galleries.
