The Royal Automotive Club of Queensland (RACQ) has confirmed SapientNitro as agency partner on its consolidated creative account, as the company launches two TVCs featuring real RACQ members.
The ads star actual RACQ members, who were under the impression they would be interviewed about recent roadside assistance they were given from the club. But the ads change tack halfway through, with the interviewees receiving a surprise thank you from people who have benefited from funding provided by RACQ membership fees.
“It was important to be 100% authentic,” said RACQ executive manager marketing John Devaney of the campaign. “The shoot was planned like an elaborate surprise party where everyone was in on it except for our RACQ member. So the reaction you see is the real deal. We had up to seven cameras rolling at any time to make sure we didn’t miss that moment.”
One ad features a young couple who were rescued by RACQ's CareFlight, the other features the Little Athletics team from Queenland's Goodna area, which was devastated in the floods.
“This is the first major work for RACQ by the agency and now provides a strong platform for future campaigns for the RACQ Group,” said Stephen Forth, managing director of SapientNitro.
The campaign positions RACQ as 'Queensland’s largest Club' and will be used across all future group activity from SapientNitro. The campaign emphasises RACQ is a club owned by its members, not by shareholders.
“The aim [of the campaign] is to acknowledge the extra services and benefits that flow on from each individual RACQ Membership and what it means to be part of Queensland’s largest club,” SapientNitro executive creative director Nancy Hartley said.
As reported exclusively in AdNews, SapientNitro won the entirety of RACQ's creative account earlier this year from incumbent Clemenger BBDO Brisbane following a closed two-way pitch.
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