To celebrate its sponsorship of South Australia’s two AFL teams, RAA wanted to communicate its deep understanding and appreciation for the game and what it means to locals.
Anyone can say they support South Australia, but how do you make South Australia feel supported?
A proud, South Australian, member-owned organisation, RAA was noticing national brands encroaching on their home turf.
Speaking to the passionate, one-eyed world of Aussie Rules Football, this campaign needed to draw a line in the sand and firm up RAA’s home ground advantage against the visitors from interstate.
South Australia is different to every other state. Good or bad. And this insight is all the more relevant when you’re yelling your lungs out on the sidelines and in the grandstands of Adelaide Oval (the things you hear!).
Amid all the yelling and cheering, crying and laughing on the sidelines, we found the answer to the challenge we were set. “How do you make South Australia feel supported?”
The answer—as any psychology undergrad or your helpful partner will tell you—is to listen.
Knowing that RAA own and operate their own call centre here in Adelaide and staff it with South Australians gave us all the evidence we needed to put hands to heart and declare: We speak South Australian!
Knowing SA means knowing the differences between our two local teams. From the proud history at Port Adelaide to the passionate and dedicated fans of the Crows, the final ads are a real ode to what it means to be a football supporter in SA.
Tailoring creative to each club meant we could maximise exposure
for RAA across home games at Adelaide Oval and ensure deeper connections with each club’s fan base.
By telling their unique stories, we strengthened RAA’s positioning and ensured the public recognised them as the local insurer.