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”.
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