News

RACQ leverages members and staff in new campaign via Clemenger and UM

RACQ, Queensland’s largest club and mutual insurer, bank and roadside assistance provider, has launched its new campaign starring RACQ staff.

The campaign shines a spotlight on RACQ’s member-owned model, showing some of the ways the club provides value and support to its 1.7 million members and the wider community.

The new multi-channel campaign features the positioning statement ‘Membership makes all the difference’, and was created with Clemenger and UM.

It also features music from Brisbane band Ball Park Music, who covered ‘Keep on the Sunny Side’ by The Carter Family for the campaign, which is running across TV, online video, social, billboard and audio.

RACQ GM marketing and digital Renee Davidson said the campaign emphasises its frontline employees and the value of an RACQ membership.

“When we look at the research around why people choose RACQ and stay loyal to us for so long – some up to 80 years – they value membership and that we’re there for them in the moments that matter,” she said.

“Internally, we talk about always working to deliver our members the ‘yellow truck feeling’. That means, no matter how you come into contact with an RACQ employee, we’ll aim to bring our members that feeling you get when you see one of our yellow roadside assistance trucks come to your rescue on the side of the road.

“Our members have a real sense of warmth for our brand and the way RACQ is there for them in the moments that matter.”

The campaign features the RACQ staff, contrasting the sunny side of life with a more troubled side, to show how RACQ is there to help members when they need it most.

Davidson added: “Putting our members first is what makes RACQ feel different to every other banking, insurance and roadside assistance option out there.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.