RAC

Campaign in 1999 by Lowe Direct for the RAC (relaunched and rebranded in 1997). Campaign based on personal experiences of the breakdown recovery service.
Agency: Lowe DirectAuthor: Fiona Blades

Rescuing Heroism for RAC

BACKGROUND

RAC had a radical relaunch in April 1997 to position the brand for the long term future.

RAC moved from a positioning centred around Breakdown to one based on Mobility when cars are becoming more reliable and roads more congested.

RACs new identity reflected this futuristic positioning and attempted to distance the organisation from its rather traditional and elitist heritage.

THE DIRECT MARKETING DILEMMA

Although the future of RAC lies in mobility, people today join a motoring organisation for breakdown cover. Mobility is appreciated but isnt at the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands