Building on its 2018 IPA Effectiveness Award-winning case, the AA roadside recovery service committed to increasing media spend on entertaining advertising to grow its business by a compound 10% in 2020 and 2021. Initially, creative focused on the brand’s tech innovations to justify its premium pricing. After a pause during the first UK lockdown, the brand took advantage of discounted media to return with new creative featuring a motoring-loving puppet dog, and achieved a record share of voice. Econometrics showed brand building spend was the catalyst for growth, generating £47.7m of estimated revenue based on customers’ lifetime value.