Power of Membership RAC

Overview

We launched a new fully integrated campaign for RAC, highlighting the many benefits Western Australians can take advantage of as RAC members. 

The campaign launched across all platforms, including TVC, radio, digital, social media, OOH, press, cinema and pre-rolls, and integrated 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.”

Awards

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2017 Pinnacle Awards

Marketing Excellence / Winner

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