Leading youth publisher LADbible Group has teamed up with the AA, the UK’s leading driving services business, to launch the next phase of the ‘It’s OK…I’m with the AA’ campaign, focused on driving awareness of the AA’s multi-service offering to a younger demographic. The campaign is being activated across LADbible’s social channels including Instagram, TikTok and Facebook.
The first instalment of the campaign, ‘Fix My Motor’ is a social-first content series featuring an AA hot shot crew of engineers bringing old bangers back to life in style. During 3 episodes, the iconic character Chabuddy G works with the highly professional AA crew, meeting vehicle owners in need of repairs. However, as the AA mechanics get to work on fixing the vehicles, Chabuddy G takes it upon himself to add his elaborate and somewhat misguided flair to the operation, with some unique and entertaining results.
Hot on the heels of ‘Fix My Motor’ will be ‘Whip School’, a second content series with 6 instalments designed to promote confidence in all things driving-related for young people. The series will see audience-favourite MC Grindah, misguidedly educate the LADbible community with a host of AA specialists there to correct his ridiculous advice, giving our audience exactly what they need to know about cars, so they can get and stay on the road. Subjects cover advice from each of the AA’s lead service areas with examples including, how to learn to drive, what to do if you have an accident and preparing for an MOT test.
To inform the campaign strategy, insights were gathered via LADnation, LADbible Group’s consumer panel with access to 55,000 young people, looking at the audience’s awareness of AA services and attitudes around driving. Research identified that UK sitcoms, such as People Just Do Nothing, represent the only accurate portrayal of the British young driving experience, informing the creative of using these characters to communicate all the campaign messages in an authentic way.
Goodstuff, as part of integrated planning for the earlier launched ‘It’s OK, I’m with the AA’ campaign, led alongside LADbible the communications, and media planning and buying which includes further integrated social amplification of the LADbible content to AA target segments who will be re-targeted with sequential acquisition-led messaging.
Will Harrison, Group Brand Director at The AA said: “We are super excited to have partnered with LADbible Group on a social extension of our ‘It’s OK, I’m with the AA’ campaign to bring the unshakeable confidence of being with the AA to life alongside the (sometimes misguided) confidence of Chabbudy G and MC Grindah. Whether you think you are an expert already, like MC Grindah, or in a scenario where Chabuddy G is trying to put his own unique mark on your car, you’re OK when you’re with the AA.”
Jack Cowin, Director of Client Solutions at LADbible Group said: “The younger generation are aware of AA as a breakdown service but we hope that this campaign will bring to life that actually, they are there to support them with a range of driving needs. We know this audience is turning to social for help and information, so it felt only right that we bring the AA’s knowledge to them in a format that resonates. By placing the AA at the heart of popular culture, via relatable characters our audience know and love, in engaging social formats that modernise the usual driving support and advice, we are confident that we can empower our youth audience to get on the road and know where to go to for help.”
The campaign runs from August to November 2023.
