AA unveils ‘battle of the sexes’ viral drive

The AA’s insurance arm is running a viral campaign linked to the squabbling couple featured in its TV and poster advertising.

The offline ads’ creative work – based on a domestic argument – is designed to engage the 25to 35-year-old age group through innovative communication. Using the strapline “Great deals online, no argument”, the ads promote AA Insurance Services’ website – www.argu-mate.com.

The viral concept has developed this theme into a humorous interactive game, the “Argu-mate”, in which users are faced with an argumentative situation in which they can test their skills of communication and diplomacy. The one-minute quiz consists of five randomly selected questions.

The viral campaign was developed by Zenith Interactive Solutions (ZIS) and Abel & Baker, ZIS’s preferred creative partner.

Users’ results are collated to determine whether men or women are better at avoiding arguments. This “battle of the sexes” angle will be central to the game’s promotion, which aims to get people to play by appealing to them to support their gender. Users can e-mail the game to their friends and partners.

AA Insurance Services head of marketing Jonathan Formon says: “This is a fun campaign that is perfect for our target market. ZIS and Abel & Baker have made an innovative interpretation of our brief while remaining consistent with the concept of the TV and poster advertising.”

Zenith Interactive Solutions digital marketing strategist Graham Humphreys says the game is “a great example of how digital and traditional media can be integrated.

“We have created an interactive experience that immerses consumers and leverages the broadcast and outdoor activity.”

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