AA Smartfuel sees the bright side when things go wrong

To celebrate the addition of Contact Energy, Slingshot and Bridgestone to its fuel savings club, which already includes Countdown, AA Smartfuel has released a spot via Rainger and Rolfe that sees the glass as half full in a series of testing circumstances.

An empty fridge, a flat tyre and an energy bill do little to squeeze the enthusiasm out of a protagonist, who knows that each of these events gives him access to another discount.       

“With this new capability to drive savings even further, it made sense to dramatise the power of partnerships and the extraordinary fuel savings possible,” says Ant Rainger of Rainger and Rolfe. “But we also wanted to remain loyal to the brand as we planned the communications, hence the humour and irreverence which has always helped us to connect and engage with Kiwi drivers.”

The new spot also makes reference to the AA Smartfuel app, which allows consumers to track the accumulation of their savings. And AA Smartfuel director Ian Sutcliffe says that early adopters have already been taking advantage of the opportunity that exists in tallying up a bigger saving before cashing it in.     

“There’s no question the fuel savings accumulate to some pretty big numbers for those customers who know how and where to leverage the benefits,” Sutcliffe says.

However, he adds that there are still many consumers who aren’t aware of how far the savings could potentially go.  

“When we looked at it, we just felt a new and fresh creative expression might be helpful for those that still haven’t discovered what’s possible,” he says.

“We’re all over the digital and social channels but we’ve also decided to take our communications and give the campaign an extra lift with some national television. It’s a message that suits a broadcast environment as the benefit is universal. The timing is right and we’ve already heard our message is on target.


Rainger & Rolfe: Angela Budd, Quentin and Jo Pfiszter, Peter Mayo, Matt Halliday, Lauren Plumb, James Hutchinson
Sound: David Liversidge
Starcom: Al Jamison, Bridget Soljjan

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