For decades, RACT Roadside has been saving Tasmanians from flat batteries, flat tyres or any other number of vehicle-related problems. But not many people know that you can take out Roadside for your entire family at a discounted rate.
We were asked to create a campaign that promoted this service. We realised that, in effect, RACT Roadside acts as a family’s guardian angel. It gives parents peace of mind, and keeps all family members out of trouble on the road. We used this insight to create a fun and unusual campaign starring an RACT guardian angel. Our campaign captured new customers, as well as existing customers who didn’t realise that family cover was a part of Roadside.