The Royal Automobile Club of Queensland (RACQ) has rolled out a new brand platform that uses a variety of animated animals to depict everyday experiences familiar to Queenslanders.
Under the slogan “You with RACQ?”, the campaign seeks to connect with the local audience by embodying the distinctive spirit of the state.
The campaign involved the use of computer-generated imagery to bring the animal characters to life, with detailed attention to their design and movements. The creative development was led by VML, while the production was handled by Brisbane-based Chop Shop Post, with Lav Bodnaruk and Mike Mier directing.
The first advertisement in the series features two cockatoos playing a game of “spotto” as a RACQ roadside assistance vehicle arrives. The club said this approach introduces humour into what are often stressful situations, aiming to foster a closer bond with its members.
The campaign represents a shift in strategy, echoing the style of RACQ’s earlier, well-known “Charter Boat” campaign.
Tim Cochrane, general manager of marketing membership and digital at RACQ, described the new platform as an effort to capture the essence of being a Queenslander while highlighting the reliability and security of RACQ’s offerings.
“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,” he said. “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.”
He said the campaign was in alignment with RACQ’s long-term commitment to the region, where it has served for 119 years as Queensland’s largest club.
The club recently reported that it dispatched its roadside assistance trucks more than 271,650 times for battery issues, assisted in 71,200 incidents involving flat tyres, responded to 25,500 lockouts, and helped 7,700 motorists who had depleted their fuel reserves in the past year.
In a similar move, the Royal Automobile Association (RAA) of South Australia recently introduced a campaign featuring Trev the bee, a new mascot aimed at promoting the benefits of RAA membership.
The “Better to be a member” campaign focuses on increasing awareness of the perks available to members, including roadside assistance, insurance, and travel discounts. It is part of a broader initiative to enhance member engagement by showcasing the range of savings and benefits associated with RAA membership.
The campaign was produced with contributions from local creative agency kwpx and visual effects specialists at Rising Sun Pictures.
