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Journeys : Jun Jul 2011
Goodbye, Steve. Hello, Felicity. Meet Felicity, the new face of RACT Insurance. In fact, Felicity is in charge of the amazing world that is known as the RACT Insurance Research and Development Facility. For several years an RACT Insurance customer called Steve manipulated the now famous blue cube, demonstrating the ease with which customers could solve their insurance problems. Now, thanks to a whole new suite of television commercials, Felicity will take over the reins as RACT Insurance spokesperson – this time from the perspective of an RACT Insurance staff member who is working behind the scenes to develop insurance policies that specifically suit the needs of Tasmanians. The cube is still the main feature of this campaign; however, it is now being used to incorporate the overwhelming sense that RACT Insurance is first and foremost a true Tasmanian brand – dedicated to a strong sense of service, responsiveness and a unique understanding of the special requirements of Tasmanians. “By introducing Felicity,” said Trent Sayers, Chief Executive of RACT Insurance, “we can communicate a greater emphasis on the individual customer and their personal needs and desires. You see, Felicity’s primary task is to develop insurance products that are specifically designed to meet the needs of her fellow Tasmanians. She is dedicated to her task, and will leave no stone unturned in her quest to bring quality solutions for our customers.” As a character, Felicity becomes a representative of all RACT Insurance staff, who are, of course, proudly Tasmanian. Along with her trusted team, she exhibits an understanding of local problems and conditions that only someone living here could possibly display. The major element in the evolution of the new cube campaign is the shift from talking about insurance in general terms to talking about solutions that are specifically designed to suit the needs of Tasmanians. “Felicity allows us to highlight the cube as the ‘local hero’ – the policy that has been developed and tweaked until it is just right for our unique conditions,” said Trent Sayers. “She becomes the direct link between RACT Insurance and our customers, allowing us to show that we are listening and responding to their needs – that we are, indeed, solving their insurance problems.” Felicity’s enthusiasm, local knowledge and personality are sure to engage and connect with Tasmanians. After all, just like you, RACT Insurance is 100% Tasmanian – and proud of it. June / July 2011 37
Apr May 2011
MNJ Aug Sep 2011