RAC launches new ‘On your Side’ brand campaign via The Brand Agency
For the first time in over three years, the RAC, via The Brand Agency, is launching a new brand campaign that highlights to Western Australians how the RAC is ‘On your Side’.
The campaign comes at a time when the RAC is currently going through a end of contract agency review process, co-ordinated by Asia Pacific pitch consultants Trinity P3, that has involved meetings with other prospective agencies.
As a mutual organisation with more than 720,000 members, the RAC reinvests its profits to benefit members. Along with trusted local and expert service, RAC members also benefit from discounts on RAC and partner products and services, and community work including advocating for better road safety. This forms the basis of the new campaign.
RAC spokesperson, Kelly MacLean, said the new campaign was in response to increasing competition and higher consumer expectations: “While the RAC has been and still is a market leader, we identified the need to more strongly differentiate ourselves from our competitors,” Ms MacLean said.
“Our research showed that while Western Australians knew who we are and what we do, they didn’t know why we exist and what we stand for. People didn’t realise that we exist for our members and reinvest our profits for the benefit of those members.
“We’re seeing a growing trend in higher consumer expectations, and people now expect that organisations not only provide great value for individuals, but they also do good for the community. We already provide a lot of these benefits, but people just don’t know about them. Through this campaign we’re hoping to provide more reasons for members to stay and new reasons for people to join.
“It’s a combination of factors that make us different. Not only our trusted local services, but other benefits we provide to members and the community. At an individual level this means things like great member discounts, but we’re also active at a broader level with our community work, for example, fighting for safer roads to help reduce this State’s road toll.
“The service that our people provide to members is also a very strong part of the RAC. Staff pride themselves on delivering for our members, so that’s why we used them as the faces for our campaign,” Ms MacLean said.
The campaign launched yesterday and will run on free-to-air and digital channels across the State. It will also be integrated with social media including the RAC’s popular Twitter (@RACWA) and Facebook accounts and has a dedicated website.
10 Comments
That bloody song is already in my head.
Great song choice, terrible transitions.
Credits list?
Nice transitions. Nice copy. Nice song. Nice brand. All very nice really. I hated it when Mum told me I looked nice.
Brand ads are never easy, it’s a good spot.
Fantastic spot, well done – agree with 11.39 can you please credit list?
It “Kick”s the crap out of the pedestrian work demonstrated on here of late.
As my title exclaims, Bout time WA produced a good brand spot – with a strong WA company, also gives hope to Marketing Directors that WA can still produce fantastic work. *nudge nudge* Tourism
No I’m not from Brand agency, or RAC – I just inhaled a breath of fresh air.
To Bout time!
Could you explain what the idea behind the spot is, because i’m really struggling. The spot seems to me to be a very uninteresting execution of a line that feels 20 years past it’s used by date.
I can’t, for the life of me, see a strategic insight or an idea here.
But i’m completely open to being convinced otherwise.
Nice spot and you’d have to be pretty dense not to get it, it’s pretty straightforward . Sometimes there’s no need to be overly clever.
I agree with January 23, 2012 5:26 PM. I’m not sure the messages cut thought. I think it is too simplistic and appealing to the unaware (loyal no matter what) current RAC member more than the sophisticated future member they’re trying to attract.
(I’m former RAC).
’nuff said.
Some well crafted shots. Nice one Mick.