Rationale:
Automobile Association of Singapore is the leading provider of motoring-related services, lifestyle benefits & privileges to its members. As one of AA members' benefits, AA battery services offer its members a 24 months on-site warranty for every new car battery purchased.
Taking the form of magazine ad, the 1st ad in the series emphasizes on the fully charged battery icon to convey its message of "round the clock services / 24-hour Roadside Assistance Service" clearly. Whereas the 2nd ad illustrates the car battery in its true form, delivering itself to convey "fuss-free battery replacement service", attached with 4 wheels in the parking lot environment.
The ads' visually interesting graphics further strengthen the message of "on-site services (anytime, anywhere*)" and "convenience".
*T&Cs apply.
