opt for change
The Auto Club Group, an affiliate organization of AAA, asked our team to find an engaging way to get AAA members, who don’t read AAA Living magazine, to opt out of it. But how does the same team that produces AAA Living magazine come up with a way that doesn’t diminish the value of print content or affect readership?
The short answer: By tying it to sustainability.
The long(er) answer: We created a multichannel campaign that empowered AAA members to make a difference in the world through one simple action. When they opt out of print (and into digital), each AAA member was automatically entered for a chance to win a trip to South Africa, made possible through a AAA travel partner with an itinerary around sustainable travel.
My involvement in this campaign was from start to finish. I concepted the idea, named it, determined the messaging, pitched it, provided video and landing page direction, interviewed the contest winner, wrote a full storytelling piece about the winner’s trip, and more.
