J. Walter Thompson responds to 'non-emergency' brief with new radio campaign for RAC Batteries

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J. Walter Thompson Perth has launched a new radio campaign for RAC Batteries, aimed at letting WA drivers know they can assist them in non-emergency situations.

RAC COO, Mark Weller explained "Qualitative research told us that people only think of RAC Batteries in an emergency situation. So, we needed to focus on breaking down that belief."

To showcase the service, the team brought the concept of 'non-emergency' to life, for real. 

"When creating these spots, it was important that the RAC Battery Call Centre employees were completely unaware of the call. Because, you can't fake real confusion," said J. Walter Thompson creatives Tim Newton and Wilora Keeley.


CREDITS
Agency: J Walter Thompson, Perth
Senior Creatives: Tim Newton, Wilora Keeley
Creative Director: Paul Coghlan, Joe Hawkins
Account Director: Tammy Hackett
Account Manager: Mimi Crompton
Producer: Nikki Bentley
Sound Studio: Brainestorm 
Sound Engineer: Nick Gallagher 
Director: Ralph Van Dijk
RAC Marketing Manager - Batteries & Tyres: Kelly Reed