British Columbia Automobile Association breaks brand campaign
The Vancouver-based British Columbia Automobile Association has begun a new brand campaign called "Membership is Rewarding." Developed by DDB Canada, the campaign focuses on the benefits of joining the the organization beyond roadside assistance, including insurance services and discounts from participating retailers. According to the agency, the campaign departs from the previous marketing practice of focusing on individual product lines in favour of an approach that seeks to raise awareness of the "wider value and rewards" the association provides to its members.
The campaign includes five 30-second commercials running on television, in cinemas and online, accompanied by print and out-of-home ads. The creative will run in rotation for the rest of the year. Media planning and buying are being conducted by OMD Vancouver. This is the first brand campaign the two agencies have conducted for the association since winning the account in 2013.
"Since BCAA members can save money in so many ways, the campaign messaging is delivered in a variety of ways," said Dean Lee, executive creative director at DDB Vancouver. "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."