JWT shows how the RAC is giving back in the second phase of ‘For The Better’ brand campaign

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RAC_GivingBack_1_BLOG.jpgRAC has launched the second phase of its ‘For the better’ brand communications via J.Walter Thompson. This master brand activity is designed to give Western Australians an understanding of how RAC is able to make RAC_GivingBack_2_BLOG.jpgthings ‘better’ for them. 

JWT said the campaign achieves what many have tried and failed to do before – create an emotionally resonant way to express a complicated, functional brand truth  – in this case the fact that the RAC is a mutual organisation. It does this by framing mutuality as ‘giving back’.

JWT’s Doni Savvides hopes the campaign will raise the awareness of RAC’s unique organisational structure, and how much it actually reinvests in the community.

“We all know about the RAC Rescue Helicopter, and most of us are aware of RAC’s work as a road safety advocate, but there is so much more. This campaign will shed light on a few more ways RAC gives back, and engage with WA’s more conscious consumers,” said Savvides.

“RAC is an iconic WA brand and as a mutual we’ve been giving back to our members and the WA community for 110 years,” RAC General Manager Brand Peter Williams said. “This campaign is about reminding West Australians that RAC is different. When you join RAC or buy any RAC product, profits are going back into benefits for our members and WA.”

The campaign features TV, press, outdoor, digital display and a microsite. Media strategy partners Initiative worked closely with JWT throughout.