Goals and objectives
Today there are more households with pets than babies however, despite so many pets, few owners have pet insurance. In fact, Animal Medicines Australia estimates that Australia-wide 62 per cent of households have pets however, only 7 per cent of these are insured.
RAC is Western Australia (WA)’s premier motor, home and travel insurance provider and they also offer policies for pet insurance. With this campaign, their objective was to grow brand recognition amongst WA consumers – positioning their pet insurance product as the leading option for pet owners.
This was the objective we worked toward, and we strengthened our response by offering RAC an opt-in database of people who interact with the content.