THE BRAND PUTS IT ALL TOGETHER FOR RAC

RAC, recently crowned WA’s “Most Recognised Brand” by WA Business News, has launched a new statewide television campaign to promote its insurance brand. The campaign, which is part of a multi-media push through The Brand Agency, builds on the RAC’s brand leader position in Western Australia by challenging viewers to think about who they would trust most to insure their treasured possessions.

The campaign, which includes a 60 second and three 30 second treatments, encourages customers to think about all the tiny items they have in their possession, from the brake pad screws in their car to the rivets in their roof to the mismatching socks in their drawers.

The ads were created by Kurt Beaudoin and Josh Edge in conjunction with creative director Dale Simmonds.

The idea of demonstrating every tiny component of a person’s contents, house and car was brought to life spectacularly by Brisbane director Liz Murphy from Taxi Films. Murphy impressed the RAC and The Brand Agency with an incredible treatment involving a painstaking stop-motion techniques and a dedicated production crew.

Shooting meticulously frame-by-frame across multiple sets, Liz and her crew built a replica full-scale house, while filling a second replica house with every conceivable household item. They then disassembled an entire Ford Falcon and rebuilt it piece by piece onscreen. The entire production came together in a cavernous Brisbane warehouse, with sound engineer Pete Jones individually recording foley on every prop to mix into the soundtrack. Post production was via Cutting Edge.

The insurance campaign is part of an overarching brand communication strategy developed for the RAC by The Brand Agency. Paul Yole, Strategic Planning Director at The Brand Agency said that the key to the strategy is looking into the public’s emotional acceptance of the RAC brand.

“The RAC owns a special place in the hearts of West Australians. It is respected, trusted and liked, which gives us a great platform to compete in the insurance market. In the current economic climate, trust is a potent and differentiating position that will help the RAC to reinforce its market leadership status. It also gives another compelling reason why RAC members are happier.”

The RAC brand in Western Australia has been overhauled over the past two years. The transformation has been led by RAC Brand and Communications Director, Carolyn Hall, who affirmed that the RAC would be leveraging its strong position in the community in future campaigns.

“This new campaign for RAC Insurance is a great example of what can be achieved with your agency partners if you are committed to a collaborative relationship,” said Hall.

“Everyone from our marketing team, our insurance team, our research team along with our research agency Synovate and The Brand Agency put in an incredible effort to get this campaign off the ground. We’re [RAC] in a strong market position with great loyalty but we can’t afford to be complacent.  The insurance market is becoming more competitive every day.”

The RAC Insurance campaign broke last night. View the 60 second spot.