RAC Insurance’s latest campaign via J. Walter Thompson, Perth shows benefits of being local


J. Walter Thompson, Perth has launched ‘Interstate Strangers’, a new integrated campaign for RAC Insurance in WA. 

Building on the existing ‘Power of membership’ campaign platform, the new campaign highlights the pitfalls of dealing with an interstate insurance company, and the benefits of being looked after by RAC.  When you’re with RAC Insurance , you receive local service, on local time, plus member benefits.

Says Joe Hawkins, CD, J. Walter Thompson Perth: “The last thing you want in an insurer is to have everyone clock off when you need them the most. The time difference with the east, especially when daylight savings kicks in, becomes a problem when you’re in WA. That’s why dealing with an insurer in our local time zone is such a great benefit.” 

Says Simone Woodward, marketing manager, RAC Insurance: “When it comes to insurance, it’s difficult for consumers to compare products or understand the difference between one insurer and another. This campaign allows us to highlight our local advantage in a way that demonstrates exactly what that means for someone who is insured by an east coast insurer. At RAC we’re 100% local to WA, and we pride ourselves on our local service which allows us to better serve our members.  JWT has done a great job at bringing this insight to life via the ‘Interstate Strangers’ campaign.”

Launched this week, the campaign comprises of TVCs, digital, OOH, print and radio.

Agency: J. Walter Thompson, Perth

ECD: Simon Langley

Creative Director: Joe Hawkins

Creatives: Steve Dodds, Gerhard Myburgh, Dustin DeSouza

Broadcast Producer: Tom Pearce

Group Account Directors: Donna-Maree Gavin / Mike Naylor

Account Manager: Sam Lane

Account Executive: Ollie King

Executive Planning Director: Angela Morris

Planner: Brona Kilkelly

Print Production: Sarah Parsons

Photographer: Shaun Atherton

Client: Simone Woodward, Katy Lucas, Joshua Johnson, Jessica Bhudia

Production Company: Penguin Empire

Director: Corrie Jones 

Sound: Brainestorm

Post Production: Last Pixel

Media: Initiative Media 

Media Planner: Natalie Salinovich