Winner Status: Silver

Client/Brand: The Auto Club Group

Agency: Digitas

Headline:
Even with <1% SOV against the behemoths in the category and a fraction of their budget, we were able to achieve double digit growth in nearly all our key metrics.

Campaign Summary:
We transformed our fleet of 10,000 tow-trucks and drivers into "spokesheroes." By inserting them into unexpected places (far from the roadside), we leveraged the equity without risking confusion. The tagline Expect Something More was a great payoff to the unexpected news of the insurance offering.

Team Credits:
Ernesto Diaz, VP, Chief Experience Officer - The Auto Club Group

Scott Kane, Director of eBusiness - The Auto Club Group

Yogesh Khadilkar, VP Digital Marketing - The Auto Club Group

Phil Malcolm, VP Brand Marketing - The Auto Club Group

Jane Mackey, Director of Financial Services Marketing - The Auto Club Group

John Bratlien, AVP Marketing Strategy and Agency Management - The Auto Club Group

Jennifer Nelson, Digital Marketing Lead - The Auto Club Group

Lisa Stokes, Digital Marketing Lead at AAA - The Auto Club Group

Julia Alexandre, Marketing Planning & Program Specialist II - The Auto Club Group

Jenn Sherry, Marketing Project Manager - The Auto Club Group

Greg Lederer, Vice President Group Director, Executive Producer - Digitas

Atit Shah, Executive Vice President, Chief Creative Officer, North America - Digitas

Christopher Loeffler, Executive Vice President, Managing Director - Digitas

Tim Mattimore, Executive Vice President, Executive Creative Director - Digitas

Stephanie Kelly, Senior Vice President, Brand Strategy - Digitas

Jorge Rodriguez, Vice President Director, Media - Digitas

Meredith Goshell, Manager Data and Analysis - Digitas

Dan Cosgrove, Associate Director, Creative - Digitas

Michael Epstein, Associate Director, Creative - Digitas

Chris Jansma, Senior Vice President, Creative - Digitas

Additional Contributors:
DISQO

Loran