JWT shows how the RAC is giving back in the second phase of ‘For The Better’ brand campaign
RAC has launched the second phase of its ‘For the better’ brand communications via J.Walter Thompson. This master brand activity is designed to give Western Australians an understanding of how RAC is able to make 
things ‘better’ for them.
JWT said the campaign achieves what many have tried and failed to do before – create an emotionally resonant way to express a complicated, functional brand truth – in this case the fact that the RAC is a mutual organisation. It does this by framing mutuality as ‘giving back’.
JWT’s Doni Savvides hopes the campaign will raise the awareness of RAC’s unique organisational structure, and how much it actually reinvests in the community.
“We all know about the RAC Rescue Helicopter, and most of us are aware of RAC’s work as a road safety advocate, but there is so much more. This campaign will shed light on a few more ways RAC gives back, and engage with WA’s more conscious consumers,” said Savvides.
“RAC is an iconic WA brand and as a mutual we’ve been giving back to our members and the WA community for 110 years,” RAC General Manager Brand Peter Williams said. “This campaign is about reminding West Australians that RAC is different. When you join RAC or buy any RAC product, profits are going back into benefits for our members and WA.”
The campaign features TV, press, outdoor, digital display and a microsite. Media strategy partners Initiative worked closely with JWT throughout.
14 Comments
Can they give me back that 60 seconds please.
I’ve just sicked up a little in my mouth.
3 or 4 years ago, this would have been ok. But you can’t keep telling the same stories in the same way. 60 seconds is ages these days. People want more for their minute.
For the platitudes…
For a fairly generic brand campaign this wasnt so bad
3 or 4 years ago, these comments would have been ok. But it’s embarrassing in this day and age to keep coming on here with grade-3 level bitchy asides. People want more intelligent commentary these days. My side eyes are looking at you, Manifesto. P.S. I had nothing to do with this ad. I’m just sick of reading these low-level dumb arse comments from people who are meant to be able to communicate intelligently.
agreed. it’s embarrassing that a site like this, which is really representative of the aus ad industry – is plagued with such moronic commentary – snidey, bitter and totally unproductive to anyone or anything. if you dont like the work then by all means express yourself, but try and do it with some level of intelligence.
ps, i had nothing to do with this ad either,
All right, try this. It’s a manifesto, pure and simple, and not a very artfully written one at that. I find (and I’m sure the audience does too) anything that starts with, “it’s better to give” generally triggers a little bit of metaphorical reflux, probably accompanied by a lethargic roll of the eyes. There’s nothing wrong with the production, there’s everything wrong with the approach – JWT planners no doubt had a heavy grip on the copywriter’s pen. The audience is no longer captive, which is why they won’t be hanging around to watch this. There, I’ve taken 111 words to say essentially the same as what I’d said with 9.
I honestly don’t think agencies set out to write these ads Manifesto. It’s the sad state of the industry. In my experience, the reason you often end up with a manifesto is the client wants to say everything in one ad. They probably had the heaviest grip on the pen!
Just don’t PR it. Take it on the chin and move on and you won’t get hacky commentary on client mandated work.
Agree with the sentiment above. I tend to agree too that the work suffers because the strategy has hammered the writing. Compare NRMAde Better and RAC For The Better. There’s similarities in strategy but the execution is worlds apart. One has memorable scenarios that demonstrate what’s made better, the other offers a promise like a Sunday church service. Forced, uninspired and disconnected from reality.
It’s the second piece of recent work that looks like a PowerPoint on film. The work and the creative teams need some space me thinks.
The buck should stop with the CD. He or she should be blamed for letting this lazy and uninspired work go out.
Wow, snide bitchy comments on a SUNDAY!!! You anonymous junior hacks need to get a grip and a life.
The problem is, when you take upstream strategic thinking where paraphrasing the bible is par for the course and nobody even blinks when you quote Jesus to sell the idea in, when you take this kind of thinking and turn it into consumer facing communications, it comes across as just a little bit pompous and self-serving. Insurance companies are not the messiah.