RAC Highlights Membership Benefits In New Campaign Via J Walter Thompson

RAC Highlights Membership Benefits In New Campaign Via J Walter Thompson
SHARE
THIS



RAC has launched a new fully integrated campaign highlighting the many benefits Western Australians can take advantage of as RAC members, via J Walter Thompson Perth and Initiative Media.

The “Power of Membership” campaign launches this week across all platforms, including TVC, radio, digital, social media, OOH, press, cinema and pre-rolls, and will be integrated across all RAC product campaigns.

Simon Langley, executive creative director, J Walter Thompson said the campaign’s strategy was to very clearly highlight benefits of RAC membership.

“Unlike its competitors RAC exists solely to benefit its members not shareholders so the creative has been developed to put meaning into RAC membership which its competitors simply, can’t match.

“Power of Membership” demonstrates the scale and diversity of RAC’s products and services and community involvement, and creatively links this, through animation, to the membership proposition,” said Langley.

“It’s a bold new direction for RAC and we are confident the campaign will achieve its goal to set RAC apart from the pack.”

“Membership is at the heart of the RAC brand and this campaign shines a spotlight on our membership proposition as a way to combat rising consumer indifference in categories such as insurance and roadside assistance,” said Peter Williams, general manager of brand.

“Through this campaign we want people to realise that with RAC you get much more than the product you are paying for. Access to member benefits and how we give back to WA is what makes RAC different”. 

Credits
Executive Creative Director, Simon Langley
Associate Creative Director, Gerhard Myburgh
Senior Copywriter, Steve Dodds
Production Director, Paul Friedmann
Executive Planning Director, Angela Morris
Associate Planning Director, Meredith Simpson
Account Directors, Tammy Hackett and Jem Prehar
Director, Corrie Jones, The Penguin Empire
Producer, Kelvin Munro, The Penguin Empire
Sound, Nick Gallagher, Brainestorm
VFX, Dave McDonnell, Last Pixel
Contact Planning, Initiative Media
RAC, General Manager, Brand: Peter Williams
RAC, Brand Marketing Manager: Rebecca Max
RAC, Brand Marketing Co-ordinator: Frances Tuohey
RAC, Membership Marketing Manager: Elizabeth Lockett
RAC, Insurance Marketing Manager: Hanna Fastyn
RAC, Roadside Assistance Product and Marketing Manager: Connie Bristow-Stagg

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]