I worked with two other Advertising and Public Relations students and a photography student to develop a campaign for AA driving school, which we ultimately pitched to the advertising agency Adam&EveDDB and The Ideas Foundation. A number of groups presented pitches for Adam&EveDDB and The Ideas Foundation however ultimately our team won as they liked the simplicity and yet potential effectiveness of our idea and thought that the campaign would be fairly easy to execute nationwide.  The aim of the campaign was to promote the AA Driving School among 17-25 year olds  In essence, we wanted to encourage young adults to promote AA driving school through the use of social media. We wanted to achieve this by celebrating their achievements with them when they passed their driving test through the use of interactive billboards and interactive tube station adverts which would post pictures people had posted of themselves on Instagram if they included the hashtag #PostThePass. 

 

We conducted 1 to 1 interviews with people who fit in line with the target audience, and the majority of people were aware that AA had a driving school. However many people who had passed their driving tests said that they did not choose to learn through AA due to the high cost and the fact that they felt that the company was less personal than local driving schools. Therefore, we felt that engaging the target audience via Instagram through the #PostThePass, would show the target audience that AA wants success for its students and will publicly celebrate their achievements. To promote the campaign, we decided to use a 30 second Instagram advert. This is the storyboard for the advert: