RACQ Highlights ‘Membership Model’ In Cultish New Campaign

Queensland’s largest club, mutual insurer, bank and roadside assistance provider, RACQ, launched its new campaign on Sunday, shining a light on its membership model.

It’s all smiles and verything is a little brighter when you’re an RACQ member, according to the company’s new campaign, ‘Membership makes all the difference’.

It also revealed some of the ways the club uses its member-owned structure to provide “value and support to its more than 1.7 million members and the wider Queensland community”, which it said delivers a different level of experience.

RACQ’s general manager marketing and digital, Renee Davidson, said the campaign was designed to emphasise the value of an RACQ membership and the vital role its frontline employees play in delivering the “much-loved” warmth and experience for which the Club is known.

“When we look at the research around why people choose RACQ and stay loyal to us for so long … they value membership and that we’re there for them in the moments that matter,” she said in a statement.

Davidson claims some of its members stay with the club for “up to 80 years”.

“Internally, we talk about always working to deliver our members the ‘yellow truck feeling’,” she said.

“That means, no matter how you come into contact with an RACQ employee, we’ll aim to bring our members that feeling you get when you see one of our yellow Roadside Assistance trucks come to your rescue on the side of the road.

“Our members have a real sense of warmth for our brand and the way RACQ is there for them in the moments that matter.

“Whether it’s on the roadside when you get a flat battery, in the air when our RACQ Air Rescue Network helicopter comes to airlift you to urgent medical care, or when we’re handling your insurance claim to fix your home after Mother Nature wreaks havoc.”

Working with Clemenger, UM and Brisbane band Ball Park Music, who revamped The Carter Family’s 60s tune ‘Keep on the Sunny Side’, RACQ launched the multi-channel campaign across TV, online video, social, billboard and audio.

The campaign stars a range of real RACQ staff members and depicts a cross section of life on a metaphorical street and creates a contrast between the sunny side of life and the troubled side of life, highlighting how RACQ is there to help its members when they need it most.

“We’re always focused on helping our members in small ways and big ways, and this campaign illustrates that in a beautiful way,” Davidson said.

“Putting our members first is what makes RACQ feel different to every other banking, insurance and roadside assistance option out there.”

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