Auckland agency Rainger & Rolfe has launched a new campaign to promote the AA’s latest product, AA Health, built around a series of TVCs out of Film Construction.
“Trust and reassurance spring to mind for many New Zealanders when they think of the AA, and it made sense for us to use these as building blocks to launch AA Health,”. R&R’s Ant Rainger told M+AD this morning.
“The campaign platform still had to deliver emotion and relevance – and together this thinking helped to form the launch communications and key messages.
“Ultimately a fantastic script, great acting, beautiful production and a powerful, acoustic Greg Johnson track (Wait Another Day) is how we’ve created the magic.”
“We know from our research that many New Zealanders are woefully under-insured when it comes to their health and it’s a concern for them,” says AA membership & brand general manager Dougal Swift.
“It’s why we have partnered with nib, one of Australasia’s leading health providers, to launch this significant new business line where we believe – and say – ‘your health is everything’.
“Whether people need simple, everyday health cover or something more comprehensive, our new AA Health product range provides an answer. In simplistic terms, we’re talking everyday cover for GP visits, dental, physio and optical right through to private hospital and specialist cover for cancer, heart, hips, knees, back and shoulders to name a few.”
The launch campaign includes a wide variety of channels and media, all of which support the core proposition ‘we’ll take care of you.’
“The campaign needed a range of executions (1 x 45”, 1 x 30”, 2 x 15” plus all the digital and print) and a wide spread of media channels,” Ant Rainger said. “There’s television, Youtube pre-rolls, digital, search, AA Directions magazine, AA Retail outlets, eDMs, DM, sponsored content and much more.
CREDITS
AA Health: Dougal Swift, Chris Dunn
Rainger & Rolfe: Ant Rainger, Jen Rolfe, Angela Budd, Quentin Pfistzer, Jo Pfistzer, Peter Mayo, Lauren Proud.
Film Construction: Perry Bradley, Valentine Taylor, Renaud Maire, Jonathan Venz, Pete Richie
Starcom: Al Jamieson, Bridget Soljan. Aeroplane Music and Songbroker: Jan Hellgriel and Greg Johnson.
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