RAC WA launches new campaign promoting driving coach app via The Brand Agency
In a new campaign from The Brand Agency, RAC has launched its new RAC Go app: a personalised driving coach that helps you become a safer driver.
The app encourages drivers to complete driving challenges, compete with friends, receive personalised driving tips and track their progress against others. Ultimately, the RAC Go app is designed to help road users change their driving habits for the better.
The campaign leads with the insight that backseat drivers, whilst trying to be helpful, can often be annoying and counterproductive. The creative contrasts the typical, irritating backseat driver with the assistant that’s actually helpful – the RAC Go app.
“RAC Go encourages motorists to prioritise safety and build positive driving habits. The RAC Go app highlights the significant risks and responsibilities behind the wheel. Over time, we hope it will contribute to fewer crashes on our roads,” said RAC General Manager External Relations, Will Golsby.
Dean Hunt, Executive Creative Director, The Brand Agency, said: “We based the creative for this campaign on the team’s own experiences with backseat drivers. They noticed that even if their advice was well intended, it was often not helpful and very distracting. While our executions are a fun take on this, the RAC Go app gives drivers the data to help improve their driving habits for the better.”
Launched in February, the campaign will run across OOH, display, Google and Apple search, social, radio and digital audio.
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Credits
Client: RAC Project Team
Business Model Innovation Analyst – Laure Rocuet
Business Model Innovation Advisor – Samuel Ward
Digital Marketing Manager: Melanie D’Rozario
Digital Marketing Coordinator: Taryn Best
Agency: The Brand Agency
Executive Creative Director: Dean Hunt
Art Director: Ryan Doray
Copywriter: Gaby Hanna and Heather Bowen
Head of Design: Dan Agostino
Designers: Mindy Lee, George Cooke, Luke Lucas and Clayton West
Finished Artists: Julian Farnan, Paul Connelly, Nicola Commons and Christopher Markle
Head of Brand Strategy: Hannah Muirhead
Business Director: Lauren Pemberton
Account Executive: Darcy Sargent
Production Company: King St
Producer: Rylee Bannan
Audio Post: Cue Sound
Sound Engineer: Mike Fragomeni and Nick Gallagher
Media Agency: Group Yellow (IPG Mediabrands)
General Manager: Judi van Omme
Head of Partnerships: Brianna Wells
Investment Partnerships Associate Director: Monica Gothivrekar
Investment Partnership Executive: Tia Sullivan
