Using low tech on high def to sell Auto Insurance.

When the California State Automobile Association (CSAA) approached AIM looking for an innovative direct marketing campaign to reach Hispanics, the agency decided to go old school.

The venerable insurer was surprised when AIM proposed using old school theatrics, starring stick puppets!

The latest 30-second spot for CSAA, the second largest affiliate of the national AAA federation, features a family of stick puppets in a campaign designed to let Spanish-speaking drivers know that they can turn to AAA for dependable automobile insurance and roadside protection. The AIM campaign, done in conjunction with D’Avant Garde Media of Los Angeles, uses the friendly familiarity of a children?s puppet show to deliver the insurer?s message of peace of mind.

The concept behind the highly unusual spot is simple but memorable. It uses cut-out photos and three dimensional objects glued on to Popsicle sticks to show how AAA automobile insurance and roadside assistance can protect drivers. Staged in a life-sized puppet theater, the commercial comes to life in the form of a real-time puppet show that plays out uncut for a 30 second commercial.

“The commercial is edgy and moves beyond all preconceived ideas of style and design,” states Pascui Rivas of D’Avant-Garde Media, who directed the commercial. “It is rare that you work on a spot where the message is so simple that you can use an innovative artistic approach to enhance the overall idea without overwhelming it.”

In designing the ad, Symon, President and Chief Idea Officer of AIM, said the creative team enjoyed the novelty of combining the simplicity of an “old school” art form with the technical prowess of a professional, High Definition (HD) video shoot. “We shot on HD to maintain the highest overall production value that AAA is accustomed,” said Symon. “But it was a blast to use such a time-honored device like a puppet show to communicate the call to action.”

Indeed, it was important to CSAA that there is a clear message to Hispanics behind the creative spot. To that end, part of the ‘puppet show’ is a clear call to viewers to call AAA for a free insurance quote that takes advantage of their new low rates. “I really feel this spot will cut through the clutter” said Paola Mendoza, product manager at CSAA. “It is fun, clever and different from what we?re doing in the general market, so we?re excited to see the results.”

The new spot, entitled ‘Theater,’ began the week of March 24, 2008. The campaign, scheduled for an initial eight-week test flight in the Fresno, California region, will air on the three major Hispanic TV networks: Univision , Telefutura, Telemundo. If successful during the test run, CSAA will consider expanding the use of the spot in markets throughout the region.

The integrated marketing campaign also includes a 60-second radio commercial that will air on top-rated Univision Spanish-language radio stations. The radio efforts will be complimented with grass-roots initiatives such as radio remotes at key Hispanic Automotive Dealerships, and all-inclusive Univision-sponsored CSAA ‘Meet and Greet’ community events featured at local AAA offices.