RACQ rescues people. Sometimes they do it with motown playing in the background. Kidding. Sort of. That's the premise of the new campaign by SapientNitro.
The campaign follows RACQ coming to the rescue in situations such as roadside assistance, roadside safety education and insurance damages.
Following the series of emotional situations, a motown acoustic cover version of the song 'Rescue Me' can be heard playing.
“Roadside assistance is at the core of our membership and we wanted to ensure Queenslanders were reminded of why being part of a mutual benefits them as well as the community.” said John Devaney, executive marketing communications at RACQ.
SapientNitro managing director Stephen Forth said: “The raw emotion of the song allowed the creative teams, working with the director, to deliver strong visual scenarios based on what the brand does day in, day out – that is, rescue people.”
The campaign will run across TV, radio, print and digital throughout early November.
