The Programme
‘You’ve Been Framed’ is a British institution and has been a mainstay of family viewing habits for over 20 years. The programme has a target audience are ABC1 Families normally with a mortgage and with relatively young children or teenagers and still maintains high viewing figures of around 5-million per episode. Currently, competitors of the AA such as Direct Line home insurance, Nationwide insurance and British Gas are already advertising between the breaks on ‘You’ve Been Framed’ but none of taken this phenomenal opportunity to provide compelling, contextual advertising to a prime audience in a way that has, not only the ability to be shared, but also longevity.
The Big Idea
Life is full of accidents and they’re invariably going to happen but the AA will always be there standing-by for when they do. Because people already see the brand as both established and reliable: the AA offer home insurance, with assurance.
Just as our cars can break down leaving us stranded on the side of the road or stuck with a flat battery in the pouring rain, homes can ‘breakdown’ too. More than 1 in 10 amateur DIY ventures ends in disaster with accidental damage being the single biggest cause of home insurance claims in the UK (2010). As you can imagine, this number explodes after bank holidays and weekends. Quite literally in some cases.
Thanks to ‘You’ve Been Framed’, DIY disasters and in-house mishaps have been making us laugh for over two decades on primetime television. With the more recent advent of YouTube, humorous video clips of our accident-prone encounters have made their way virally around the world. Combining these two would be a potentially powerful mix.
Our solution is an advert using a ‘camcorder calamity’ home-video montage format employed by the show but wrapping the spot up with the reliable AA service person helping out the troubled individuals. These adverts provide your audience with the social entertainment of Yeo Valley that they loved to watch, laugh with and share as well as something which, contextually, couldn’t be more perfect for both the programme and your target audience.
Any idea too wacky and it undermines the strong and reliable brand image of the AA.
Any idea too plain and it won’t give you that ‘Yeo Valley’ effect – the social entertainment that’s so ripe for sharing.
This is the perfect creative solution.
Brilliantly contextualised with an appropriate audience, an opportune programme and an architecture which is engineered to be highly sharable both online and offline.
This is your answer.
Even better is what the future holds. We know this idea is strong enough to have some really compelling additions, alterations and extensions which will not only preserve the strength and campaignability of this creative solution but will offer you more options to improve in the future. There can be consumer participation by having them upload their own home-videos for use in a future TV spot, sponsored adverts on YouTube, promoted tweets asking for mishaps and accidents in the home, or even having consumers nominate an accident prone friend in a competition to win contents cover or a decade of AA home insurance.
The idea is also precise enough to be arranged for radio, outdoor, dirt mail and press. The latter of course would be perfect to use in the insurance packs you send out to new customers. What’s more, the reliability that we’re enhance with this creative solution ties in absolutely perfectly with some of the your other successful and memorable ad’s such as the ‘You’ve Got a Friend’ and ‘The Fourth Emergency Service’ spots all of which show that sense of strength, trustworthiness and efficiency that are synonymous with the brand.
