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As the media Agency of Record for AAA, we also had an opportunity to work with the AAA Car Care business, a franchise division operating along the East Coast, to help strengthen its local presence and attract more customers to its automotive service centers. While the AAA name carries strong brand recognition, individual locations often struggled to convert that awareness into foot traffic – especially when competing with national and regional chains offering aggressive digital marketing. The challenge was clear: meet drivers where they are (literally) and make AAA Care Care the top-of-mind choice at the moment a vehicle need arises. Our strategy focused on hyper-local targeting, real-time mobile engagement, and smart remarketing that connected digital impressions to real-world results.
We knew that most car care decisions are made based on convenience, trust, and timing – so our approach had to deliver on all three. Whether a customer needed a quick oil change or a full diagnostic check, the goal was to make finding and choosing a nearby AAA service center easy, intuitive, and action-oriented. We worked closely with the client to understand regional franchise needs, align messaging with local services, and deliver a scalable system that each location could benefit from individually while staying tied to the larger AAA brand.
Deliverable
To bring this vision to life, we launched a multi-layered campaign rooted in location intelligence and user behavior. First, we executed a targeted Waze advertising initiative, placing clickable AAA-branded pins on the navigation maps. When drivers were in proximity to a participating service center, they saw the AAA icon on their screen and could tap it to get instant directions. This served as a digital billboard at the moment of decision, converting map views into service visits with minimal friction.
Next, we deployed geofencing around each AAA Car Care location, as well as around select competitor locations. These virtual perimeters allowed us to capture mobile device IDs of drivers who entered the zones. With that data, we ran a follow-up remarketing campaign across mobile display and social platforms, targeting users who had recently been near a service center but hadn’t yet converted. This created a second chance to reach them with offers, appointment reminders, or seasonal service suggestions.
We deployed a set of customized creative assets, tailored to promotions and seasonal services—such as A/C checks in the summer or tire rotations before winter. This level of local relevance helped build trust and increase engagement, ensuring each ad felt specific and helpful rather than generic.
Lastly, we developed a centralized reporting dashboard to track foot traffic, mobile engagements, conversions, and overall ad performance. This provided transparency for franchisees and allowed us to optimize campaigns in real time. With clear data and actionable insights, franchise owners gained confidence in their digital investment and saw firsthand how intelligent targeting could bring more cars into the bay.
About
As the media Agency of Record for AAA, we also had an opportunity to work with the AAA Car Care business, a franchise division operating along the East Coast, to help strengthen its local presence and attract more customers to its automotive service centers. While the AAA name carries strong brand recognition, individual locations often struggled to convert that awareness into foot traffic – especially when competing with national and regional chains offering aggressive digital marketing. The challenge was clear: meet drivers where they are (literally) and make AAA Care Care the top-of-mind choice at the moment a vehicle need arises. Our strategy focused on hyper-local targeting, real-time mobile engagement, and smart remarketing that connected digital impressions to real-world results.
We knew that most car care decisions are made based on convenience, trust, and timing – so our approach had to deliver on all three. Whether a customer needed a quick oil change or a full diagnostic check, the goal was to make finding and choosing a nearby AAA service center easy, intuitive, and action-oriented. We worked closely with the client to understand regional franchise needs, align messaging with local services, and deliver a scalable system that each location could benefit from individually while staying tied to the larger AAA brand.
Deliverable
To bring this vision to life, we launched a multi-layered campaign rooted in location intelligence and user behavior. First, we executed a targeted Waze advertising initiative, placing clickable AAA-branded pins on the navigation maps. When drivers were in proximity to a participating service center, they saw the AAA icon on their screen and could tap it to get instant directions. This served as a digital billboard at the moment of decision, converting map views into service visits with minimal friction.
Next, we deployed geofencing around each AAA Car Care location, as well as around select competitor locations. These virtual perimeters allowed us to capture mobile device IDs of drivers who entered the zones. With that data, we ran a follow-up remarketing campaign across mobile display and social platforms, targeting users who had recently been near a service center but hadn’t yet converted. This created a second chance to reach them with offers, appointment reminders, or seasonal service suggestions.
We deployed a set of customized creative assets, tailored to promotions and seasonal services—such as A/C checks in the summer or tire rotations before winter. This level of local relevance helped build trust and increase engagement, ensuring each ad felt specific and helpful rather than generic.
Lastly, we developed a centralized reporting dashboard to track foot traffic, mobile engagements, conversions, and overall ad performance. This provided transparency for franchisees and allowed us to optimize campaigns in real time. With clear data and actionable insights, franchise owners gained confidence in their digital investment and saw firsthand how intelligent targeting could bring more cars into the bay.
