CLIENT
RAC
Peter Williams, General Manager, Brand
Rebecca Whittle, Marketing Communications Manager, Brand
Liz Lockett, Marketing Manager, Members
Hanna Fastyn, Manager, Marketing and Member Relationship, Insurance
Connie Bristow Stagg, Product and Marketing Manager, Roadside Assistance
Elle Crockett, Marketing Coordinator, Motoring
Katy Scarlett, Campaign Manager, Insurance
Trish Adamson, Senior Manager Product and Marketing, Finance
AGENCY
Simon Langley, Executive Creative Director
Gerhard Myburgh, Associate Creative Director
Steve Dodds, Senior Copywriter
Paul Friedmann, Production Director
Angela Morris, Executive Planning Director
Meredith Simpson, Associate Planning Director
Tammy Hackett, Account Director
Jem Prehar, Account Director
Brainestorm
SUMMARY
It may be on trend, but it’s not easy being a business with a purpose. The RAC is a mutual organisation that was battling tough commercial conditions which seriously hindered its ability to gain and retain members – the means by which it funds its purpose: ‘giving back for the better’.
In a bold move, this campaign rejected comms norms; we stopped communicating what RAC sells and started communicating what it ‘gives’. This dramatically changed brand relevance, driving record levels of brand engagement and exceeding all targets, including membership related sales and thus member growth and RAC’s ability to ‘give back’.
