The AA

Revitalising the mobile service

  • 30% Increase in traffic
  • 10% Increase in sales conversions of The AA’s core breakdown cover 
  • 30% Increase in YOY revenue
The AA mobile service


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. 


Recognised by


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.


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