RAA

RAA speaks South Australian

Advertising Campaign
Production
Media

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.

The Challenge.

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.

An assorted of different print media, display advertising and art concepts for RAA

The Solution

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!

The Results

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.

Print advertisement for RAA

Let's chat

Deeper
Connections
Better Business

Kwpx is a creative company that specialises in communication, and we respect how important language is to all Aboriginal Australians. As a company that works on Kaurna, Whadjuk Noongar, and Larrakia Country, we want to acknowledge the importance of connection to the Country. We take pride in everything we do and see reconciliation as important work for all Australians.

We're listening to...
No music playing
What a boring bunch...
This month...
25
Cups of coffee
This week...
20
Nerf bullets fired in the office

Adelaide

Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100

Darwin

The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799

FREMANTLE

131 High Street
Fremantle WA 6160
0422 174 663

Let's chat over
coffee

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Adelaide
Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100
Darwin
The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799
FREMANTLE
131 High Street
Fremantle WA 6160
0422 174 663
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