You with RACQ?

Mass appeal for a safety brand can still be memorable

This is our new interpretation of what it means to be quintessentially Queensland, and we are excited to take the brand to a new level. It leans into our core of trust and safety; and aligns with our vision to be a trusted partner for our members providing solutions to move and live safely, securely and sustainably. We are proud Queenslanders and believe this is reflected in our ads. We have served here for 119 years and are honoured to be Queensland’s largest Club.

Tim Cochrane

General Manager, Marketing Membership and Digital, RACQ

RACQ sought to revamp its brand platform to better connect with Queenslanders on a personal level. The challenge was to maintain their core values of trust and safety while showcasing their diverse product offerings. They aimed to strike a balance between humor and relatability, making their brand more engaging and memorable. This required a fresh approach that would resonate with both existing members and new audiences.

To tackle this challenge, RACQ launched the 'You with RACQ?' campaign, featuring a cast of charismatic animals such as cockatoos, kookaburras, water dragons, and possums. These characters were designed to deliver humor and insightful commentary on everyday Queensland scenarios. The campaign leveraged VML Brisbane's expertise, using 3D animals with overlayed human facial expressions to inject personality and charm. The campaign was executed across multiple platforms including TV, radio, outdoor, online video, digital, and social media, ensuring wide reach and engagement.

The new brand platform successfully celebrated the essence of Queensland, enhancing RACQ's connection with its audience. By integrating humor and relatable situations with their product offerings, RACQ reinforced its image as a trusted partner for its members. The campaign's innovative approach, reminiscent of the successful 'Charter Boat' campaign, left a lasting impression. This initiative not only elevated the brand's presence but also demonstrated RACQ's commitment to serving Queenslanders as the state's largest club for 119 years.