RAC: Attention powered car

This case study describes how the RAC in Western Australia improved its image to gain more members.

RAC: Attention powered car

JWT Sydney

What were the objectives for the creative work?

The Royal Automobile Club of Western Australia is a 109-year-old mutual organisation with 11 different business units. All are operating in an increasingly competitive and commoditised market, with customers being wooed by newer and highly aggressive, higher spending rivals. The RAC needed to update and improve brand perceptions, to keep it top of mind, relevant & therefore, recommended.

We were tasked to achieve this not inconsiderable task of masterbrand reappraisal - in a somewhat unconventional way – through a road safety campaign. Since the very beginning,...

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