Practically Family
The Challenge
AMA membership was experiencing rapid decline due to troubling economic conditions and the ever-changing car ownership landscape: including innovative ride share systems, disruptive car rental subscription services, an increase in the popularity of vehicle leasing and an ever improving quality of car manufacturing. In response, they expanded their product line beyond the traditional breakdown and recovery membership to offer insurance, driver learning, travel, licensing and a multitude of other services.
AMA needed to carry-over the brand equity and positive perceptions of their customer service to these new products and services. More importantly, they needed a central strategic thought that could tie together their core brand benefit.
The Solution
Through a series of stakeholder interviews, and qualitative research, one trait rose to the surface:
you can trust AMA to be there for you, like family.
This idea was articulated through the line ‘Our members are Practically Family’ and a series of videos helped launch the platform as it was rolled out across the business. The brand platform is still used today.