When the AA came to us for our first campaign with AA Health Insurance, we went back to basics. What was health insurance for anyway? Why would people need it. We knew the product was good, and the AA brand strong, so it was more about creating a sense that you needed Health Insurance for when, simply, ‘a dinosaur plaster won’t fix it’. The digital only campaign has outperformed previous health campaigns, with high engagement and click through to bespoke landing pages.