CSAA Insurance Group ad campaign featuring Rick Astley goes viral across America


All new video from Rick Asley in the surprise campaign is LIVE today

WALNUT CREEK, CA., August 30, 2022 /PRNewswire/ — CSAA Insurance Group’s recent campaign featuring the 1980s British legend Rick Asley, like everything the accomplished singer has done, has been a smash hit. After launch on August 15th, the campaign went viral, reaching 2.5 million views in just a few days and the numbers kept growing. And, the campaign isn’t over yet, with a brand new 30-second video releasing today.

The new video features the fun touch of Rick “Rickrolling” himself, along with some other “insider” moments, especially for fans of the music icon. For example, the date on Rick’s phone screen is July 27 and time reads 7:27 p.m.: July 27 is the anniversary of the artist’s hit song, “Never Gonna Give You Up”.

A key element of the campaign’s viral success was the release of an updated version of by Rick Astley 1987’s iconic hit, “Never Gonna Give You Up.” The new video – which has garnered almost 3 million YouTube and over 6 million views on TikTok to date – pays homage to the original while spreading the good news about InsurAAAnce – the insurance that never lets you down!

In addition to the video, mysterious QR codes featuring by Rick Astley iconic hair, has popped up across the country on television, billboards, wallscapes and sports stadiums. They will also appear in the sky via aerial advertising, and each offers a familiar Rick Asley experience: the “Rickroll”. Anyone can scan the code and experience the recreated video clip for themselves.

“We are beyond thrilled with the overwhelmingly positive response to this campaign,” said Linda Goldstein, Executive Vice President, Customer Experience and Marketing, CSAA Insurance Group. “Working with a legend like Rick Asley was such a wonderful experience. Through his talents, we are reaching new and existing customers in ways we could never have imagined.”

The campaign, a Deloitte Digital concept, came to life in part through an advertisement produced by Joseph Kahn, winner of multiple Grammys, MTV VMAs, Clios and Emmys. Deloitte Digital’s wealth of expertise in the insurance industry, along with its deep creative, data and technology capabilities, enable it to take a creative approach to advertising and enable new brand platforms across all customer touchpoints.

Stanton, an award-winning public relations agency based in New York and Californiamanaged all advertising for the campaign which to date has garnered numerous media placements in United States, attracting the attention of hundreds of millions of consumers. Even more impressively, the campaign reached more than 2.2 billion people worldwide.

Watch the original video by Rick Astley-CSAA Insurance Group:

About CSAA Insurance Group

CSAA Insurance Group, a AAA insurer, provides auto, home and other personal insurance to AAA members through AAA clubs in 23 states and the United States. District of Colombia. Founded in 1914, the company has been rated “A” or better by AM Best for more than 90 years and is one of the leading personal property and casualty insurance groups in United States, according to the National Association of Insurance Commissioners. The company has been repeatedly named one of the 50 Most Community-Conscious Companies in America by Points of Light. More information is available at http://csaa-insurance.aaa.com and on social media (Facebook, TwitterLinkedIn).

About Deloitte Digital

Deloitte Digital helps companies create new growth by improving the human experience – with connected ideas, technologies and talent. Our ambition is to make the best customer-oriented organizations in the world. Together across Deloitte, we foster the connections needed to shape a better future for our clients, our culture, our society and our planet. Visit www.deloittedigital.com or follow Deloitte Digital on LinkedIn or Twitter to learn more.

About Stanton

Stanton is a full-service national communications agency with offices in New York and California primarily focused on B2B organizations. We provide strategic public relations and marketing communications to clients across a wide range of industry sectors. At Stanton, our team of communications professionals go above and beyond to ask the tough questions, challenge assumptions, and recommend bold solutions that don’t just tick a box, but produce results that change the world. business and improve communications. Visit www.stantonprm.com or follow Stanton on LinkedIn.

Media Contact: Liam CollopyExecutive Vice President, RP Stanton, [email protected]

SOURCE CSAA Insurance Group


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