Magazine article Marketing

Radiowatch: RAC - 'RAC Patrol'

Magazine article Marketing

Radiowatch: RAC - 'RAC Patrol'

Article excerpt

One of the major creative issues with radio advertising is how to do brand ads without pictures. With this execution, the RAC has just about tapped into everything that radio offers to make an effective brand ad.

Given that radio provides a warm environment that is trusted by the listener, the use of RAC patrolmen to offer tips for drivers fits perfectly. Multiple executions, all in the non-patronising sort of language an RAC man might actually use, tackle everything from cleaning bird poo off the roof to what to do if you fill your petrol car with diesel.

Listeners might also feel warm toward this type of ad as it steers clear of the classic information overload associated with radio advertising. Pauses - and the strongest sound of all, silence - have added to the depth of the creative.

The none-too subtle signpost to the website hints at a sales drive, but on visiting www.rac.co.uk, the headline banner is for the section of the site offering hints and tips for drivers. I presume for later parts of the year there will be advice on summer and winter driving and perhaps how to deal with child passengers during the holidays. …

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