RAA is an extremely well known brand, the goal here was to increase engagement and affinity with the public.
RAA Road Service has been supporting SA motorists for generations via their network of 350+ patrols. With high awareness of the product offering we were challenged with
increasing engagement, affinity and recall with the iconic brand. As well as making the product relevant to a younger audience.
We produced a television commercial using a ‘slice of life’ moment that demonstrated how this product could help people to ‘keep on moving on’, which is RAA’s brand purpose and promise.
The particular moment in this case, was the dreaded ‘Birds and Bees’ conversation. An awkward scenario that people of all ages can relate to. A scenario our ‘dad in the ad’ is
very happy to get out of quickly, highlighting the responsiveness of RAA Road Service…and how they can rescue you from of all sorts of situations.
The television spot was supported by integrated online, OOH and radio executions all “in the family”.