With the success of RAC’s ‘Power of Membership’ campaign launched back in 2016, Wunderman Thompson Perth (formerly JWT Perth) has worked in collaboration with Initiative Media and RAC to launch an evolution of the popular platform for 2019 and beyond.
With over one-million members in WA and growing, the new campaign puts RAC members front and centre, aiming to highlight RAC’s full suite of products and services through their members’ car, home and life needs while also emphasising how being a member ‘gives back to WA’ – through their highly regarded member benefits program, and the extensive advocacy and community programs RAC coordinates.
Visually, the yellow-line work synonymous with the first Power of Membership campaign has been given a new contemporary look, and the introduction of dynamic graphic ‘call-outs’ add further emphasis to the brand’s range of services and initiatives.
Staggered over a number of weeks, the new campaign includes a Brand TVC as well as product range TVCs for Home & Life and Motoring. This grouping of products provides the opportunity for those business units within RAC with smaller marketing budgets to be promoted on TV. The campaign is also supported by an inclusive media approach delivered via press, poster, OOH, and digital executions. In addition, fresh TV, print, radio and OOH executions were also created in the evolved style for Home Insurance.
Wunderman Thompson CD, Joe Hawkins said “It was pretty exciting that one of my first major projects with the agency was to evolve one on the biggest campaigns for our largest client. Developing the next phase of this iconic platform has been a real multi-office, cross department, all-hands-on-deck collaboration between ourselves and the many business unit teams at RAC. And it’s safe to say we’re immensely proud of what we’ve delivered.”
Tony Pickworth, RAC’s Executive General Manager Brand & Tourism, said “We’re thrilled with how this next stage of the RAC’s Power of Membership campaign has developed – especially how it continues to unify our diverse range of products and services under a core membership message. Central to the campaign is demonstrating how being a part of RAC supports our wider mission to not only give back to our members, but to make WA a better place.”
Chief Creative Officer: Simon Langley
Creative Director: Joe Hawkins
Creatives: Joe Hawkins, Dustin de Souza, Steve Dodds, Gerhard Myburgh
Broadcast Producer: Nic Beer
Group Account Director: Donna-Maree Gavin
Account Director: Tammy Hackett
Account Managers: Beatrice Colli, Farah Alias
Executive Planning Director: Angela Morris
Planner: Brona Kilkelly
Media: Heather Lawson, Erin Pitchers, Nicole Bouquet
Print Production: Sarah Parsons
Designer: Mike Spiers
Photographer: Dear Rabbit, Simon Pynt, Ian & Erick Regnard
RAC: Peter Williams, Rebecca Whittle, Simone Woodward, Felicity O’Brien, Emily Cotton, Kelly Reed, Penelope Newcombe, Trish Adamson, Fanieza Zailanni, Emily Bray
Production Company: Beautiful Pictures
Director: Mike Oldershaw
Sound: Cue Sound
Post Production: The Office of John Cheese