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The AA

The AA’s vibrant, funky sonic identity instills confidence and appeals across generations. Deployed in campaigns, digital kits, and emergency lines, the sound enhances brand recall while embodying the AA’s helpful, approachable image.

A new sonic identity

Challenge

In 2023, The AA launched a new brand platform. Four main challenges were to be tackled:

Go beyond the brand’s ”roadside assistance”, and highlight the other services provided
Appeal to all generations and add swagger to the brand’s image
Give confidence to drivers through sound
Convey the yellow of the brand’s visual identity

Sonic concept

Sixième Son successfully translated the swaggerness of the brand by creating a catchy, funky, joyful and confident music universe.

With the help of major scale notes, drums, a funky bass and a recurrent motif of siren sounds, the overall track successfully manages to leave a strong earprint.

Outcome

The AA deployed the sonic identity throughout multiple touchpoints:

A smoother version of the sonic logo with an organic transition made with human claps to increase readability of The AA’s campaign.
Two holdline versions, with one calmer version for emergency calls only.
A digital kit which includes six themes to support a variety of content on different digital platforms.

Client lead

Will Harrison Group Marketing Director
Ria Purser Senior Marketing Manager
Nikita Marlow Brand Marketing Manager

Agency

Michael Boumendil President & Chief Creative Officer
Laurent Cochini Managing Director
Anthony Vanger Managing Director UK
Eva van Woerkom International Client Director
Vincent Turbé Art Director
Eric Caissy Senior Designer & Chief Orchestrator
Emma Hameau International Project Manager
Vincent Turbé Group Creative Director
Alice Lépine Artistic Director