Roadside Confidence, Local Laughs

CAA Atlantic needed to grow membership and brand awareness in Newfoundland and Labrador, where interest in CAA lagged behind other Atlantic provinces. Residents were unsure what CAA actually offered, skeptical about the value of membership, and felt they could rely on friends or family instead of roadside assistance. Low visibility of some partner discounts and hesitancy to add another paid membership in a tight economy compounded the problem. The challenge was to clarify CAA’s value, make roadside assistance feel indispensable, and do it in a voice that felt unmistakably local.

We created a Newfoundland-specific, people-focused campaign that led with 24/7 local roadside assistance and positioned discounts as a strong secondary benefit. Targeting value-driven Avalon region drivers, we leaned into local humour and relatable situations where NLers are “ready for anything” except car trouble. A fully integrated media plan surrounded the audience across TV, radio, digital audio, online video, social, and OOH, using clean, clutter-free copy and a simple $10-per-month price point. The result was a bold, entertaining platform that made CAA feel relevant, familiar, and worth the wallet space.