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AAA of California (CSAA: No. California, Utah, Nevada)

ATOMIC POWERED

  • Drill Doctor
  • The Sharper Image
  • Meyer Corporation
  • Mirro/Wearever
  • Working Concepts
  • White's Electronics
  • Disney Mobile
  • DuPont
  • Kreg Tool
  • AAA
  • Rubbermaid
Problem

CSAA needed to drive insurance leads to continue to build their insurance business. BuderEngel (their brand agency) had developed exceptionally smart brand spots. But, had not been entirely successful at creating and executing a DRTV campaign based on those brand spots.

What We Did

Atomic consulted with BuderEngel and developed an approach for an entire DRTV campaign. With CSAA approval, Atomic took the existing brand creative then re-cut it and re-wrote the VO to turn it into a DRTV spot. In the process, Atomic, CSAA, and BuderEngel chose a new offer to drive lead volume (an accident reporting kit).

In addition, Atomic evaluated the media buy and recommended changes to the entirely local market buy including adding local cable feed to the range of options.

Results

“DryCleaner DRTV” drove leads at double the rate of the prior campaigns. And, despite a global agency change at CSAA (to Hal Riney, SF), the Atomic DRTV spot remained the foundation of CSAA’s insurance lead generation for over 12 months.

“DryCleaner DRTV” also won “Best in Show – Television” at the Insurance Marketing Communication Awards where it was selected for this distinction over Allstate Insurance’s :30 second brand spots. This is an unusual accolade for a DRTV spot.