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

Please login with linkedin to comment

Australian Catalogue awards J Walter Thompson Perth RAC

Latest News

Tis’ The Season To Turn Shoppers Into Buyers
  • Opinion
  • Technology

Tis’ The Season To Turn Shoppers Into Buyers

Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]

Opinion

by B&T Magazine

B&T Magazine
Vodafone Australia To Pitch Creative
  • Advertising

Vodafone Australia To Pitch Creative

TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]

IBM CMO Jodie Sangster Departs
  • Media
  • Technology

IBM CMO Jodie Sangster Departs

IBM CMO Jodie Sangster announces departure. Has promised not to do a podcast, take up painting or open a yoga retreat.

by B&T Magazine

B&T Magazine
Westfield Launches Home Delivery Service
  • Marketing

Westfield Launches Home Delivery Service

Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]

SBS Named By AFR As One Of Australia’s Most Innovative Companies For Digital Language Services
  • Media

SBS Named By AFR As One Of Australia’s Most Innovative Companies For Digital Language Services

SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations.  Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy.  SBS provides multiplatform services in more than […]

İstanbul, Turkey - February 10, 2019: Woman using smart phone on a couch. The smart phone is an iPhone 8 displaying Twitter application.  iPhone is a touchscreen smartphone developed by Apple Inc.
  • Technology

Twitter Plays With In-Conversation Ads

Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]

ABC Relaunches Aussie Music Show The Sound For Season Three
  • Media

ABC Relaunches Aussie Music Show The Sound For Season Three

In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]

AKQA Crowned Most Innovative Media And Marketing Company By AFR
  • Marketing
  • Media

AKQA Crowned Most Innovative Media And Marketing Company By AFR

Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List.  This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category.   The Most Innovative Companies Awards were presented via a […]

Hedley Thomas Launches Investigative Podcast Shandee’s Story Via The Australian
  • Media

Hedley Thomas Launches Investigative Podcast Shandee’s Story Via The Australian

National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]

Greater Bank Claims Silver At Step Two Intranet & Digital Workplace Awards
  • Technology

Greater Bank Claims Silver At Step Two Intranet & Digital Workplace Awards

Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]

White ladders leaning on to content written bull's eye target on blue wall. Horizontal composition with copy space. Content concept.
  • Marketing
  • Media

New Research Identifies ‘Commerce Content’ As Key Revenue Driver For Brands And Publishers

Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]