AA Travel Insurance has teamed up with Quantum Jump to launch ‘We’ve been there’, a new campaign aimed at young New Zealanders who travel.
A generation of young Kiwis anchored in New Zealand over the last few years are now spreading their wings. As a result, 20-something year olds are taking out travel insurance more than ever before.
Realising there was a huge opportunity to unlock this audience, AA Travel Insurance with Quantum Jump set out to understand more about 20–30-year olds’ attitudes to travel and travel insurance.
“Using qualitative research to delve into their lives and travel planning processes, we learnt more about social media’s huge presence in their lives, and what resonated with them” said Danielle Gapes, Head of Marketing and Communications at AA.
“We discovered that while most people know things can go wrong while travelling, Gen Z’s attitude was different. This led us to settle on our core insight – sometimes things going wrong can be part of the adventure.”
“Quantum Jump have brought this to life with playful creative that you can’t help but relate to your own bad travel experiences or those you’ve heard about,“ said Gapes.
Quantum Jump CEO Ben Goodale says, “from monkeys stealing your sunglasses to breaking down on the side of the road on your way to the airport, we’ve all had those hair-raising travel moments. Our campaign shows young New Zealanders they have the freedom to have adventures knowing they have AA Travel Insurance behind them every step of the way.”
Goodale continued, “We spent a lot of time thinking about how best to tell the story, including the harmonisation of creative and media channels so that we were authentic for this audience.”
The digitally-led campaign includes TikTok, Meta and YouTube with media planned by Rocket and a dedicated landing page experience. OOH placements in malls also feature, so that young Kiwis are reminded to take out AA Travel Insurance just as they pop in to do their pre-travel hauls.
Credits
AA Travel Insurance
Danielle Gapes – Head of Marketing and Communications
Caroline Swallow – Creative and Content Manager
Ceejay Rodrigues – Marketing Specialist
Quantum Jump
Wayne Pick – Creative Partner
Scott Kelly – Copywriter
Zoë Macdonald-Mair – Project Director
Bella Chaytor Waddy – Account Manager
Justin Biddle – Digital Execution
Craig Murray – Motion Graphics
Ben Goodale – CEO
Rocket
Bex Smith – Business Director
Lisa Bradley – Digital Director
Meredith Jeory – Account Manger
Discussion about this post