Open up a wider audience than just those in-market; by communicating a brand benefit, not just a rate.Proposition: 'Get more car for your money with an AA Car Loan'.The incentive to respond was also chosen for its AA brand values - a free Vehicle Inspection.The AA used a 'bottom up' media strategy - testing traditional responsive media (press, DM, online), then overlaying outdoor and TVG to measure their cumulative impact on response.

The campaign was a text book case study in the cumulative benefits of integration, and the merits of a more brand-driven approach response.Loan book advances increased 33% in one year. (Source: CPFL Accounts 2003).ROI grew from £2.63 to £4.03; up 51% (Source: AA ROI Econometricas Report, November 2003).The 'halo' effect of integration was measured in some detail. Highlights include an increase in press response of 71%, an increase in web activity of 230% and an increase in internal channels by 76%.