RAC launches new brand campaign
23 January 2012
For the first time in over three years, the RAC is launching a new brand campaign that highlights to Western Australians how the RAC is On your Side.
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 launches on Sunday 22 January 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 (facebook.com/racwa) accounts and has a dedicated website.
Additional information:
Our research showed two thirds of people didn’t know the RAC is a mutual. Once they understood what it meant for them, they were considerably more positive towards the RAC and more likely to consider us.
For the campaign, RAC is trialling a new media opportunity; Net Blocking – which we believe it is a media first in WA and is designed to leverage the increasing trend amongst our target audience to watch television and surf the internet at the same or similar times. It involves buying out an entire digital network banner inventory for a number of hours and coinciding those banner placements with the air time of the television commercials.
Agencies that worked on the campaign – The Brand Agency, Ikon, eMitch and Rodeo.
RAC’s Facebook page has over 8,000 likes (a 40 fold increase since this time last year) and its Twitter account has more than 1,800 followers.
Download the release (pdf)