Brief : The AA

The Driving School Brief

We would like to grow our pupil numbers, without competing on price.

The AA is a premium brand, and the franchise model delivers high quality, reliable and consistent, but relatively expensive tuition.

We need to differentiate our brand offering amongst potential pupils, finding a hook, or lever to more sustainably underpin the premium price positioning, and make the AA the driving school brand of choice.

The AA brand brings with it a huge amount of trust, and reassurance but we would like to make more of the relationship with the main AA brand when engaging with our potential driving school customers.

DEADLINE: 30th Jan 2017

PRIZE: WINNER: £100 worth of Highstreet Vouchers and a driving lesson. The best teams will be invited to the adam&eveDDB offices in London to pitch face-to-face to a panel of judges from the AA, their agency adam&eveDDB and The Ideas Foundation. The shortlisted applicants will be invited to join The Ladder, which is our progression scheme for young people who want to have or are considering a creative career.