Effies
Australia
“You With RACQ?” How Humour, Critters and Cultural Connection Reversed a Four-Year Member Decline
Agency
VML Australia
Client
RACQ
Awards
Finalist
Insight & Strategic Thinking
Summary
"You With RACQ?" successfully revitalized the brand by reversing a four-year decline, boosting sales, and increasing cultural relevance.
The campaign achieved this by using a cheeky question and humorous critters as brand codes, which shifted the narrative from the state of Queensland to its people.
This distinct approach helped RACQ connect with every Queenslander, proving that strong insights, humor, and memorable brand codes can drive significant growth and re-establish a brand's place in the community.
CASE STUDY NOT AVAILABLE.
Credits
| Tim Cochrane | CMO, Author | RACQ |
| Xavier Argard | Manager Marketing Insights and Reporting | RACQ |
| Ingrid Postle | Client Partner | VML |
| Ali Candrick | Account Manager | VML |
| Stu Turner | Executive Creative Director | VML |
| Cameron McDonald | Senior Art Director | VML |
| Shaun McMahon | Senior Copywriter | VML |
| Mignon Van Weeren | Head of Production | VML |
| Santi Drane | Head of Studio | VML |
| Melissa Radman | Head of Design | VML |
| Jaze Bake | Designer | VML |
| Andrew Kolb | Head of Strategy, Author | VML Australia |
| Alison Tilling | CSO, Author | VML Australia |
| Paul Nagy | CCO, APAC | VML Australia |
| Adam Kennedy | Managing Director, Brisbane and Perth | VML Australia |