RACQ Launches Banking Arm & Brand Platform Via Clems Brisbane & UM

RACQ Launches Banking Arm & Brand Platform Via Clems Brisbane & UM
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The Royal Automobile Club of Queensland (RACQ) has launched RACQ Bank, along with a new brand platform, ‘more for members’, developed with the help of Clemenger BBDO Brisbane and UM, and produced by Kiosk and Alt.vfx.

The campaign uses a 3D Google Tilt Brush effect to visualise that the more we want in life, the more that RACQ makes it happen.

Renee Davidson, general manager of marketing at RACQ, said: “RACQ is a much-loved and trusted Queensland brand. As a mutual organisation, everything we do is for the benefit of our members and our Queensland community.

“With the launch of RACQ Bank, we needed a brand platform that would not only help to demonstrate our mutuality in a meaningful way, but also deliver on our vision of a fresh approach to banking.

“The launch of RACQ Bank is a world-first for auto clubs and represents a two-year journey for RACQ, QT Mutual Bank and our members.”

Marianne O’Brien, creative director at Clems Brisbane, said: “Mutuality is a complex thing to try to explain, but the platform ‘more for members’ says it simply and connects to the human desire to want more in life.

“RACQ offers more savings, more peace of mind, more for your home, your car and now with RACQ Bank, more for your money.”

The new platform will incorporate brand, product and retail campaigns, and will roll out across all channels.

CREDITS

Client: RACQ

General manager of marketing: Renee Davidson

Manager of member acquisition marketing: Kyra Dunstan

Senior marketing specialists: Helen Dearling, Kylie King, Kelly Gorry, Kelly Tam, Kristin Fairley

Marketing specialists: Blaze Montgomery and Tamara Browning

Marketing coordinator: Jess Mason-Cox

Creative: Clemenger BBDO Brisbane

Managing director: Rob Hudson

Creative directors: Cristian Staal and Marianne O’Brien

Art director: Chris Connolly

Copywriter: Rosie Double

Strategy director: Gay Chinchen

Client services director: Christine Gannon

Account director: Emilie Almond

Account coordinator: Brooke Howatson

Agency producer: Robyn Dodd

Production: Kiosk

Director: Ryan Renshaw

DOP: Joel Betts

Producer: Sara Taghaode

Music: The Jungle Giants

Sound: Ack Kinmonth and Rosco Audio

Photographer: Elisabeth Harvey, Compadre

Post-production and visual effects: Alt.vfx

Vfx supervisor: Colin Renshaw

Post and vfx producer: Celeste Fairlie

Vfx coordinator: Jayce Attewell

Offline editor: Matt Bennett

Colourist: Andrew Clarkson

Illustrator/VR artist: Harry Gold

Illustrator: Kat Bak

3D animation: Jay Loanzon, John Trudgian and Chris Rentoul

3D rigging/TD: Jordan Mcinnes

3D lighting and rendering: Martin Kindl and Chris Gardner

2D compositing: Murray Smallwood, Matt Chance and Phil Outen

Online editor: Ant Newton

Shoot supervisor: Jonathan Dearing

 

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