
Canadian Automobile Association (CAA)
Challenge
CAA needed to break free from its traditional image as solely a roadside service provider and build awareness of its travel services, particularly among younger, digitally savvy consumers. With strong competition from established travel brands, CAA’s challenge was to differentiate itself and prove that it could offer just as much—if not more—value as a trusted vacation partner. The question was how to captivate a new audience while showcasing the allure of the Caribbean in a fresh and compelling way.
Solution
We turned to the power of immersive storytelling, heading to the Bahamas to capture the destination in all its glory with 360-degree VR technology. Using drone, underwater, and narrative VR, we produced a series of ten videos that followed a couple on their island adventure. Viewers could dive into crystal-clear waters, explore white-sand beaches, and witness breathtaking scuba scenes—all from their screens. Launched at the 2018 International Auto Show and in CAA retail stores, the VR campaign reached its peak during the winter vacation booking season. We leveraged Facebook, Instagram, and YouTube’s 360-video capabilities to maximize reach and engagement, appealing directly to younger audiences who crave immersive, authentic experiences.
Results
The Fly, Float, and Explore campaign redefined how CAA was perceived as a brand, leading to a surge in travel service inquiries and engagement. Over 700,000 people interacted with the content, spending an impressive three to four minutes immersed in the 360-degree experience. CAA Travel saw a significant increase in website traffic and social media engagement, prompting the company to extend the VR experience offline, displaying it in retail outlets across Ontario. The campaign’s success earned Feast multiple Communicator Awards and positioned CAA as a dynamic travel partner, capturing the imagination of a new generation of adventurers.