The AA has launched a new campaign starring Street Fighter, marking the next phase in the ‘It’s OK, I’m with the AA’ initiative.
DOOH and social media assets by The Gate Worldwide have been distributed in major cities in the UK, and across social media platforms.
Drawing from the famous bonus level scene from Street Fighter 2, the campaign sees characters Ken and Ryu destroying an unlucky civilian’s car with their signature martial arts moves. However, thanks to The AA, the innocent man doesn’t seem too concerned about his vehicle.
In order to assist the next phase of The AA’s integrated marketing campaign, Born Licensing managed the entire character licensing process of Street Fighter from start to finish.
The company helped with the extensive process of acquiring assets, managing creative approvals and negotiating commercial terms with Capcom.
The campaign premiered on Monday 31 July with hand-selected pedestrianised, high-impact full-motion sites in London, Manchester, Liverpool, Reading and Nottingham, as well as across Instagram, Facebook, TikTok and Twitter.
Street Fighter is one of the highest grossing video game franchises of all time, selling over 50 million units since it originally launched in 1987. The series continues this year with Street Fighter 6, which has sold two million copies since its release in June.
“Incorporating a popular franchise like Street Fighter into a campaign allows brands to tap into a high level of pre-awareness as there is an existing fancies who already love the IP,” commented David Born, founder and ceo at Born Licensing. “Using assets from the classic 1991 game, Street Fighter 2, creates a strong sense of nostalgia, which has undeniably proven to be a successful tactic across advertising.”
Lucas Peon, chief creative officer at The Gate, continued: “We wanted our campaign to extend in a way that would really resonate with people, so partnering with Street Fighter allowed us to take our campaign to the next level and show AA members they can be confident no matter what happens.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
