Leverage the trust built through Roadside Assistance to expand awareness across CAA’s broader portfolio, including Insurance, Travel, and Rewards.
How we turned a trusted brand into a purpose-led platform
CAA has long been a highly recognized brand, but many drivers were unaware of its broader purpose and product offerings beyond roadside assistance. Guided by qualitative research, we introduced A World of Good, a new brand platform designed to inspire a new generation of parents to explore the world with confidence and optimism
Service
Creating brand platforms
Industry
Automotive services
Travel
Insurance
Not for profit
Our Role
Master brand strategy
Brand and communications roadmap
Integrated creative campaign
+6 pts
in brand familiarity (65% to 71%)
+6 pts
in active shopping intent (39% to 45%)
+6 pts
in consideration intent (31% to 37%)
The challenge
The Work
Primary qualitative research revealed that CAA only became a serious consideration once people had a family to care for. That insight shaped a strategic roadmap, go-to-market plan, and measurement framework that laid the foundation for a new master brand platform, A World of Good.
Led by the campaign line Driven by Good, the 360-campaign launched across broadcast, digital, social, OOH, and web. Rolled out in phases, the work was continuously optimized in partnership with media and brand research teams to ensure strong performance at every touchpoint.
The outcome
For the first time in its 115-year history, CAA unified Roadside, Insurance, Travel, and Rewards under a single master brand platform.
