Specialist online media buying and planning agency i-level has launched a &£100,000 online campaign to promote Red, the “pay-as-you-go” breakdown service announced by the RAC last week.
The &£1-a-month service, which charges a flat &£49 call-out charge for breakdowns, will be promoted on 20 sites in a campaign which runs into the New Year.
Although Red members are not classed as RAC members, the site’s information on the service stresses that Red members will be treated with the same degree of urgency as the RAC’s traditional customers.
Applications for the service, aimed at Britain’s 6 million motorists without breakdown cover, will be accepted by phone, says the RAC. But the company (www.redrac.com) is keen to focus its marketing efforts in the cheaper arena of online recruitment.
RAC director of product and business development Niall Wenborn says: “The Red launch is a crucial new product for the RAC, and as a Web-only brand we had to have a company that lives and breathes this stuff. i-level’s smarter thinking was the key factor in our decision to appoint it to this project.”