AA Smartfuel’s petrol is cheap – and sometimes free. That’s the key message from AA Smartfuel’s new nationwide campaign, delivered through likeable taxi driver Edward, in a documentary-style approach that provides narrative through the eyes of a typical New Zealander.
James Johnston, business director at AA Smartfuel’s creative agency, Rainger & Rolfe, says he is delighted with how the campaign has come together, working alongside AA Smartfuel, and film production company Exit Films.
“We’ve developed a credible platform to bring the client’s proposition to life. It’s simple and likeable – one that will resonate with Kiwis who want to save money on fuel.”
“The great thing is we’ve been able to get this message across without resorting to caricatures or hyperbole. We looked at who represented a high frequency user that would get the most value out of the AA Smartfuel programme.”
The TV spots take the audience on a ride-along for a day in the life of taxi driver Edward, a Korean immigrant who moved to New Zealand a number of years ago. It documents the nature of his job – the people he meets, and the cost realities of car ownership.
For Ian Sutcliffe, general manager of AA Smartfuel, it is a light-hearted approach that helps to communicate the AA Smartfuel programme’s key benefit.
“Our challenge to Rainger & Rolfe was to clearly present the value of the fuel savings available to customers, with a creative platform which would create intrigue,” he said. “It needed simplicity and personality. I’m sure it will start a conversation.”
“The integrated campaign does a fantastic job of this. It allows us to tell our story. We all put fuel in our cars, so why not show that AA Smartfuel lets us save serious money in the process”.
The campaign launched on Sunday 19 April and will be seen on screens (TV and digital), and will roll out across radio, billboards, social and CRM.
Client: AA Smartfuel
Managing Director: Scott Fitchett
General Manager: Ian Sutcliffe
Marketing Manager: Matthew Dickson
Marketing Assistant: Jordan Tran
Agency: Rainger & Rolfe
Creative: Darryl Parsons
Director of Business: James Johnston
Account Manager: Chris Marshall
Design: Lauren Proud
Design: Josh Smith
Production: Exit Films
Director: Greg Wood
Producer: Vivienne Jaspers
Audio post: Big Pop
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