THE PROBLEM
Gen Z views AAA as an inherited parental safety net rather than an active personal utility. Because they rely on their parents' plans, they reactively assume they do not need their own membership until a crisis occurs.
Out of 15 competing agency teams within the University of Oregon’s senior advertising capstone, my team was selected as the #1 overall campaign for the brief, earning the exclusive opportunity to pitch our strategy directly to the executive AAA Washington marketing team.
As the Brand Strategist, I owned the data synthesis, consumer tension mapping, and strategic positioning. The business challenge centered on a steep generational gap: the vast majority of AAA’s legacy member base is aging, leaving a massive blind spot with Gen Z and millennial audiences. Our brief was to build an integrated campaign that repositioned AAA, shifting first-time membership from a parental safety net into a proactive tool for young adults transitioning into early independence
THE INSIGHT
Most young adults still rely on parental support, yet they value feeling independent and capable. They do not want to be protected from life—they want to be ready for it. The opportunity lies in shifting AAA from a emergency backup to an enabler of everyday independence.
THE STRATEGY
Reframe membership as a proactive milestone of adulthood. By tying AAA’s roadside security, travel perks, and shopping discounts directly to Gen Z's spontaneous lifestyle, the brand becomes a tool for self-directed exploration.
THE EXECUTION
The integrated $750K media plan split funding between OOH billboards (60%) and always-on paid social campaigns (30%) tied to Gen Z summer milestones. The remaining 10% launched an interactive mobile app game called “WA or Nah?” that rewarded users with partner discounts for navigating regional travel scenarios.