AUCKLAND, Today: “Radio has always been the cheeky medium – but it’s also massively underrated when it comes to educating and inspiring an audience,” says AA Smartfuel director Ian Sutcliffe.
“This is why we developed our Radio Conversations campaign with the team at Rainger & Rolfe.
“We also like how we can unpack a number of different messages into the market using variations of radio formats – 60s, 30s, adlibs and station promos – and we’re running this new creative work across selected stations at NZME and MediaWorks.
R&R’s Ant Rainger said: “For us creatively, we love radio, always have. Radio allows us to write great scripts and extend the humour and lightness of touch that the AA Smartfuel brand has always been about. Hugh Walsh helped us develop and produce these outstanding ‘radio conversations’ and already we’re hearing people are noticing the work and talking about it.
“Radio allows us to write great scripts and extend the lightness of touch that the AA Smartfuel brand has always been about.”
Ian Sutcliffe: “What’s great from an AA Smartfuel perspective is that our key messages around significant fuel discounts are connecting with motorists.
“Yes fuel prices are higher than ever but we actually have a customer base that is finding huge savings. Frequently our customers are saving $300-$400 a year and we have many cardholders whose savings to date are in the thousands.
“To give you an idea in real terms, every month approximately 60,000 Kiwis are saving 50c a litre or more off their fuel. Right now AA Smartfuel is the only dedicated fuel savings programme in New Zealand that offers significant fuel discounts. It’s probably why our numbers have been going through the roof.”
CREDITS
AA Smartfuel: Ian Sutcliffe, Jordan Tran, Matt Dickson, Ed Brown, Dan Lee.
Rainger & Rolfe: Ant Rainger, Hugh Walsh, Chris Long, Simon McKechnie, Peter Mayo
Radiate: David Liversidge
Media advice: Al Jamison (Starcom)
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