Parnell indie Rainger & Rolfe has launched a new campaign for AA Smartfuel, highlighting new commercial partners. It went live last night on programmatic digital channels and on TV and runs through to September.
“The promise of AA Smartfuel fuel savings just got bigger and better with the addition of more new partners and more opportunities to save,” says R&R’s Ant Rainger. “Since the addition of Countdown late last year both Contact and Slingshot have joined the programme – and with these new entrants come significant additional consumer benefits.
“With this new capability to drive savings even further, it made sense to dramatise the power of partnerships and the extraordinary fuel savings possible,” he said.
“But we also wanted to remain loyal to the brand as we planned the communications – hence the humour and irreverence which has always helped us to connect and engage with Kiwi drivers.”
AA Smartfuel director Ian Sutcliffe said: “There’s no question the fuel savings accumulate to some pretty big numbers for those customers who know how and where to leverage the benefits.
Beyond social media
“Our social media pages are alive with our customers boasting and bragging about what they’ve been able to achieve. Which is great. When we looked at it we just felt a new and fresh creative expression might be helpful for those that still haven’t discovered what’s possible.
”We’re all over the digital and social channels but we’ve also decided to take our communications and give the campaign an extra lift with some national television. It’s a message that suits a broadcast environment as the benefit is universal. The timing is right and we’ve already heard our message is on target.
CREDITS
Agency: Rainger & Rolfe
Managing Partner: Ant Rainger
Writer: Quentin Pfiszter
Art Director: Jo Pfiszter
Film Co: Peter Mayo Productions
Director: Peter Mayo
Media Agency: Starcom
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