RACV has launched a new brand campaign to promote its RACV Bike Assist offering in conjunction with the team at haarper.
The overarching purpose of the campaign is to highlight that RACV not only offers support and assistance to motorists but now to anyone choosing to travel by bicycle.
With more than half of all vehicle trips in Melbourne less than 6km in length, more people may choose to cycle if they know the RACV are there to support them in a time of need.
haarper. moved away from the traditional photoshoot for this campaign and instead focussed on going back to marketing basics; problems and solutions.
Says Dan Wilkins strategist and founder at haarper: “Sometimes, we see the overcomplication of a message. Whether that be with copy, design or placement. We really just tried to keep this as simple for the audience as possible.”
By utilising illustrations as the main piece of communication, it allowed the real message of the campaign to become the hero, that RACV Bike Assist is available to solve any problem you may have on your bike, whether it be mechanical, a puncture or exhaustion.
The campaign really aims to educate those who love the outdoors, particularly that commute or travel by bicycle, that RACV offers a comprehensive and affordable network to support you on your bike.