Overview
The AA wanted to launch a bold, unified narrative around how AI is transforming the business, and what that means for its people. The aim wasn’t just to raise awareness, but to inspire pride, spark curiosity and drive adoption of the tools already in use. With over 7,000 employees (around half of whom are on the road as patrol staff) the solution needed to be clear, engaging and easy to access on the go. We helped bring their story to life with a creative campaign that made AI feel relevant, exciting and empowering.
Approach
We started by defining the story: what AI means at the AA, why it matters, and what employees should think, feel and do. From there, we built a toolkit to help leaders and teams share the message consistently, alongside a vibrant look and feel to grab attention.
At the heart of the campaign was a video series featuring real employees showing how AI is already improving day-to-day life across the business. With so many colleagues out on the road, video proved the most powerful way to cut through —human, visual and easy to watch from anywhere.
Results
The campaign sparked conversations, increased awareness and helped position the AA as a forward-thinking, people-first organisation.
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Transformational Communications
Cultures don’t shift easily. Change initiatives have a history of resistance and failure. But strategic comms can change that.
Addressing your people’s needs and highlighting a shared vision will spark a new way of thinking, behaving and being.
