AAA Colorado had a problem. In recent focus group research, Gen X respondents did not believe AAA was relevant to their lives, and didn’t understand how AAA could benefit them beyond emergency roadside assistance. So PILGRIM posed the question “How would you reinvent roadside assistance?” and created TV, Radio, OOH and Digital ads featuring new member benefits like coverage for breakdowns on bicycles, appointments for battery testing and onsite replacements done right at members’ vehicles, and new monthly payment plans for as little as $7.25 a month. The ads featured scenarios younger audiences found more relevant. The result? A reinvigorated AAA brand that Gen X audiences can relate to.