INTERACTIVE: RAC

’Justice. Demand a fair deal. Inner peace.’ We are greeted on the home page with the Confucius school of copywriting, in harmony with the new Mazda-esque brand direction. This is to be applauded, unless you’re one of those pundits who consider the new campaign a tad pretentious. Some doubt the wisdom of targeting members of the Natural Law Party who, presumably, have little use for motorised transport.

’Justice. Demand a fair deal. Inner peace.’ We are greeted on the

home page with the Confucius school of copywriting, in harmony with the

new Mazda-esque brand direction. This is to be applauded, unless you’re

one of those pundits who consider the new campaign a tad pretentious.

Some doubt the wisdom of targeting members of the Natural Law Party who,

presumably, have little use for motorised transport.



This is an excellent site that offers many useful features. I have

already ordered a car sunblind from the shop, and am wondering how on

earth I lived without one. In the ’your journey’ section, browsers can

choose accommodation and select a time slot for an RAC operator to call

them back. To my amazement, one did. The operator was both helpful and

humorous, which was welcome, though, for true brand consistency, I had

been rather hoping for a debate on the Tao of carburettors.



Client RAC

Brief Create a site that provides information and allows users to air

their views

Created by Damon Reynolds, Peter Hawtin, RAC

Programming CHBi

Address www.rac.co.uk



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