RACV has launched its first campaign with Special, introducing a new creative platform that highlights the everyday situations in which its services can make a difference to Victorian members.
Titled ‘As It Should Be’, the campaign spans four of RACV’s key offerings: Emergency Roadside Assist, Emergency Home Assist, Motor Insurance and Home Insurance.
The platform centres on RACV’s commitment to providing practical support, care and straightforward service, with a focus on doing what is right for members when life does not go to plan.
Special was appointed by RACV earlier this year, with the campaign informed by research into the organisation’s history, including customer service calls and its archives in Noble Park.
Ryan Fitzgerald, executive creative director at Special, said the agency wanted to highlight the basic standards of service that consumers should be able to expect.
“Saying the quiet thing out loud can be a revolutionary act,” Fitzgerald said.
“That’s what ‘As It Should Be’ is about, delivering exactly what’s promised. We wanted to bring to light the simple standards that should be a given, in a space where they often aren’t.”
The campaign comprises a series of observational films, each set in a Victorian location and captured in a single, locked-off shot. Narrated by musician and actor Dave McCormack, the films depict everyday situations in which RACV’s services can provide support.
The films were directed by Collider’s John Hillcoat and shot on 35mm film by Academy Award-nominated cinematographer Ari Wegner.
Shane Capron, general manager of brand, marketing and member communications at RACV, said the campaign was designed to move beyond explaining the organisation’s services and instead show how they support members in real-life situations.
“Life doesn’t always go to plan, and we wanted to move beyond simply telling people what we do to showing the human side of how RACV supports its members,” Capron said.
He pointed to issues ranging from potholes — identified as the top road concern in RACV’s recent My Country Road survey — to unexpected household emergencies, such as a blocked toilet, as examples of the situations explored in the campaign.
“Through authentic, relatable storytelling and distinctive brand assets, we captured a campaign that reflects who RACV is — practical, dependable and always there when our members need us most,” he said.
The campaign launches today across television, cinema, digital, social media and radio, supported by an integrated media strategy developed with OMD.
Credits
Client: RACV
GM Brand, Marketing & Member Communications: Shane Capron
Head of Brand, Product and Social Marketing: Katrina Barbaro
Senior Product Marketing Manager: Mathew Garzaniti
Marketing Consultant: Alana Augusto
Creative Agency: Special Partners, Chief Executive Officers: Lindsey Evans & Cade Heyde Partners, Chief Creative Officers: Tom Martin & Julian Schreiber Partner, Chief Strategy Officer: Bec Stambanis Managing Director: Sasha Firth General Manager: Khia Croy Executive Creative Director: Ryan Fitzgerald Creative Directors: Toby Moore, Michael Dawson & Ben Alden Creative: Magnus Flynn Senior Business Leads: Ollie May & Siobhan Kelly Business Director: Ayesha Kithulegoda Business Manager: Gigi Chu Head of Film & Content: Sophie Simmons
Film Production: Collider Managing Director & Executive Producer: Rachael Ford-Davies Executive Producer: Tom Slater Director: John Hillcoat DOP: Ari Wegner 1st AD: Richard McGrath Production Designer: Chris Kennedy Costume Designer: Steph Hooke
Casting: Studio P Creative Casting Director: Peta Dermatis
Post-Production: Arc Offline Editor: Jo Scott Colourist: Trish Cahill Online Artist: Eugene Richards Post Producer: Winnie O’Neil
Sound Post-Production: Sonar Music Head of Sound: Timothy Bridge Senior Sound Designer: Andy Stewart Head of TV: Haylee Poppi Executive Producer: Sophie Haydon
Media Agency: OMD Australia
