CAA rebrands with help from Extreme Group

February 24, 2014  |  Russ Martin  |  Comments

The CAA has undergone a brand refresh with help from its new agency of record, Extreme Group.

The Canadian Automobile Association has two new TV spots via Extreme Group’s Toronto office, which won the account following a review last fall. The ads focus on “real human moments” in an attempt to increase consumers’ emotional connection to the CAA brand.



The spots look at both the positive and negative situations in which CAA helps its customers, from a couple discovering a flooded basement to a man surfing on vacation. By doing so, the campaign is meant to highlight services consumers might not know about, such as travel insurance, as well as its member rewards programs.

“We’re a helping hand for Canadians and we are relevant every day, not just when your vehicle is stranded,” said CAA’s director of marketing for south-central Ontario Alexi Mann, in a release.

“Our new strategic focus for the brand is to closely align all of our offerings under one succinct emotional platform,” Mann said.

CAA used the campaign, which also includes digital and print ads, to debut a new tagline –”Making bad days good. And good days better.”

“CAA has stood for helping Canadians out of trouble on those unplanned, unpredictable ‘bad days.’” said Extreme partner and managing director Mike Bevacqua. “It’s time to make sure people are also aware they can rely on CAA to make their good days even better with incredible services.”

MediaCom handled the media buy for the campaign. The spots are currently on air in Ontario.

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