Members in focus

With over 21 million members in Germany, ADAC is a well-known and respected brand, but it wants to specifically increase awareness of its constantly growing membership services. New members are to be addressed emotionally and inspired for an ADAC membership. At the same time it is important to continue to bind existing members to the brand.

How can ADAC create a positive emotional approach to the brand and at the same time convey detailed facts and knowledge about its membership services?

We choose native content as an emotionally sustainable communication channel that provides space for both detailed product knowledge and transparent, values-based communication which has the potential to create closeness and trust.

As part of a "Native Campaign Cockpit", we tell emotional rescue stories of real ADAC members. At the heart of the six part series of articles on Focus.de are the testimonials' authentic accounts of their experiences - from repatriation after serious pregnancy complications on vacation to a kitten’s complicated rescue from an engine compartment.

Along the way, the articles provide information and advice on the benefits of ADAC's various membership services.

An advertising impact study accompanying the campaign shows: Study participants rated the article’s credibility at 94 %. A comparison between the control and experimental groups showed a significant uplift for ADAC in terms of first choice.

The automobile club’s brand image also benefited: survey participants in the experimental group rated ADAC notably more positively than the control group in all dimensions (+17 % "customer friendly", +15 % "modern", etc.).