Increase in traffic
Increase in sales conversions of The AA’s core breakdown cover
Increase in YOY revenue
The AA is one of the most respected, trusted and recognisable brands in Britain – a consumer champion of motorists for more than 100 years. But the AA’s digital world had suffered from historical under-investment, and a fragmented structure that didn’t reflect their customers’ needs.
The AA engaged Rufus to establish a clear vision and strategy for digital, create a roadmap to deliver that vision, and design and build a ‘New World’ digital ecosystem that put their users at the heart of digital brand experience.