M&C Saatchi has won a &£2m task to create the advertising for the launch of an RAC-backed vehicle tracking device, called Trackstar.
M&C, which already handles the RAC’s &£5m ad account, was awarded the business after it was plucked from CDP.
Trackstar delivers two-way wireless communication between vehicles and the RAC and emergency services.
From its launch in July, the Trackstar system will enable stolen cars to be pinpointed. It automatically notifies the police of a theft, even before owners are aware their car has been stolen.
By the autumn, optional benefits will be introduced, including an “E-call” and a “B-call” service, where motorists can contact emergency or breakdown services by pressing a button inside the car. Consumers will also be able to buy an in-car computer map which details the car’s precise location at street level.
The Trackstar system will be able to operate throughout Europe, and will be available through a range of motor franchises and vehicle security specialists.
The July launch will consist of a national and specialist press campaign which will run throughout the year.