RACQ rescues Queenslanders in organisation’s latest campaign via SapientNitro, Brisbane

SapientNitro Brisbane has captured the story of the service organisation, RACQ, in a new brand campaign that puts a highly emotive spin on the Motown-inspired rhythm & blues classic, “Rescue Me”.

As a mutual organisation that is owned by its members, RACQ has done a lot for Queenslanders since 1905 – from roadside assistance, road safety education and motorist advocacy, to insurance, travel, motor vehicle finance and more. It has been known for its sponsorship of community rescue helicopters since 1993.

WATCH THE SPOT

The RACQ story is told through song, in 60-second and 30-second TVCs. An acoustic version of the classic Fontella Bass tune is delivered in a simple guitar track, with melancholic vocals by 18-year-old budding musician, Jasmyn Kennedy, set to a series of raw, emotional scenes that demonstrate the ability of RACQ to rescue its members in important aspects of their lives.

Says John Devaney, executive manager marketing communications at RACQ: “Roadside assistance is at the core of our membership and we wanted to ensure Queenslanders were reminded of why being part of a mutual benefits them as well as the community.”

Says Stephen Forth, managing director at SapientNitro: “The raw emotion of the song allowed the creative teams, working with the director, to deliver strong visual scenarios based on what the brand does day in, day out – that is, rescue people.”

The campaign launches early November on TV, radio, press and online.

Creative Director, Ralph Barnett

RACQ Marketing Coordinator, Tamara Moroney