Making advancements that help us all, accessible to all.
Customer Purpose
Dealers want to do right by their customers. They want to help buyers find the right car for their budget and their needs, with features that make it safer, greener and more convenient.
Brand Purpose
AUL believes every car should come with peace of mind. By partnering with dealers to offer a full suite of Finance and Insurance (F&I) services, they are helping dealers provide their customers with a more enjoyable ownership experience — all while simplifying the F&I process so dealers can close more sales.
CUSTOMER PURPOSE
BRAND PURPOSE
Bringing Them Together
One Partner. A Total Solution.
AUL is dedicated to helping their partners define a path to success. It’s been the driving force behind everything AUL does, from introducing the first Any Year, Any Mileage® Vehicle Service Contract (VSC) to continuing to evolve their products to provide a full suite of F&I products. When you work with AUL, you’re not working with a vendor, you’re working with a partner ready to help you meet all your needs and all your clients' needs.
Approach
Because dealers traditionally viewed AUL as a single-product vendor, they only thought of AUL for Vehicle Service Contracts. To change this, we took a three-tiered approach:
1
Create awareness around AUL’s full suite of services.
Using print ads in trade magazines, we reframed AUL to dealers as a full-service F&I provider, designed to help them meet their clients’ needs and grow their business.
2
Transition from a vendor to a partner.
Instead of using AUL’s social channels to focus on products and services, we started creating value-added content. By sharing news, trends, tips and insights, we became a resource for dealers looking to understand their customers and current shifts in the market.
3
Create "up-funnel" demand for AUL products and services.
We created short, branded animated videos to explain the benefits of common F&I products to the end user — car buyers. So, when those buyers went to a dealership to purchase a new or used car, they requested AUL services, encouraging more dealers to offer AUL F&I products.
Results
It took AUL 28 years to administer 2 million F&I contracts. Our campaign helped them add more than a million new contracts in just 32 months. We also doubled their social following in just under a year, making them the #1 followed F&I provider on Facebook and the #2 followed F&I provider on LinkedIn.
NEW CONTRACTS
1m
SOCIAL FOLLOWING
2x
FOLLOWED F&I PROVIDER