Bobblehead Ray saves the day in AA’s new Membership campaign via Quantum Jump

The AA has launched a new campaign and TVC via Quantum Jump, that showcases the full value of AA Membership, the first of its kind in more than a decade.

AA Chief Marketing Officer Jenni Ryan says: “As a trusted brand that’s been serving Members for more than 120 years, people know us as the undisputed leader in roadside assistance, but what many don’t know is there’s also a huge amount of additional value you get from AA Membership.

“Our aim with the TVC was to showcase our full Membership offering and bring our iconic brand to life in a fresh and fun way.”

The commercial features common roadside scenarios experienced by AA Members and the support provided by the organisation’s expert Roadservice officers. Additionally, it highlights the more than 45 ways AA’s 1.1 million Members can save through its Member Benefits programme.

The campaign also introduces an animated Roadservice officer character that the AA team has named Ray. “Ray is quite literally a ray of sunshine, just like the Roadservice Officers who show up for our Members every day, across Aotearoa New Zealand.

“He represents everything our Members love about our Roadservice officers – a friendly expert, trusted to help them get back on the road in their time of need. He’s a very likeable character that we think people will really connect with,” says Ryan.

The campaign is designed to engage with a broad audience to maximise awareness of AA Membership, driving acquisition as well as reminding existing AA Members about all the ways they can save.

The soundtrack features the iconic track All Right Now by Free. “This kicking song underlines how we all feel when the AA are there for us, it’s alright now. We’ve been humming it relentlessly in the office, and we’re sure Kiwis will be too,” says Ryan.

“We were thrilled to work with the AA team to develop the creative concept, including creating Ray, for the campaign,” says Quantum Jump CEO Ben Goodale.

“The AA is an iconic brand with such a strong connection to generations of Kiwis right across New Zealand. I’m sure we all have stories to share about how we’ve been rescued by the AA in our time of need – I know I do! We wanted to demonstrate the trust and relief members have in knowing the AA is there for them, no matter what.”

“The introduction of our character Ray – the dashboard bobblehead – allows us to encapsulate that feeling of being rescued” says Wayne Pick, Quantum Jump Creative Partner, “with a joyful bob, a reassuring thumbs up – you can’t help but nod along with him.”

The campaign will run across broadcast, streaming and social media channels from 11 May to 15 June.

Agency: Quantum Jump
Ben Goodale – CEO
Wayne Pick – Creative Partner
Drew Ayers – Creative Partner
Kelly Elcock – Creative Director
Amy Watson – Strategist
Kimberly Marsden – Designer
Justin Biddle – Digital & Production
Zoë MacDonald Mair – Business Director
Jessica Christie – Senior Account Manager
Chelsea Goodale – Account Executive
Sarah Harp – Account Executive
Sarah Hough – Producer

Eyes & Ears
Director – Lee Parker-Stapleton
Executive Producer – Holly Pollock
Senior Producer – Paige Taniora
1AD – Jonny Moffat
Production Assist – Catherine Theunissen
Driver – Mena Ren-Fritzke
DOP – Clay Carpinter
1AC – Andy Lau
2AC – Sam Karl
Gaffer – John Bell
Best Boy – Chris McAllistair (Rocko)
Lighting Assist – Matt Kofoed
DIT – William Anselmi
Art Director – Paul Irving
Standby Props – Suzie Knight
HMU/Wardrobe – Jules Armishaw
Unit Manager – Joey Vaessen
Unit Assist – Valentina Strano
Location Manager (pre) – Drew Stanton
Location Manager (onset ) – Dylan Poihipi
Location Assist – Shaun McGeorge
Safety Officer  – Rob McKenzie
Editor – Lee Parker-Stapleton
Post supervisor and VFX – Robert Farrell
3D animation- Mukpuddy
Colourist – Mikee Carpinter
Sound Mix – Franklin Rd

Media buying by Rocket

Campaign management by AA Membership & Marketing team

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