New provocative campaign sets out to jolt consumers out of ‘autopilot renewals’


London, 13th July 2017: Today, Green Flag launches its new campaign to stop customers sleepwalking into insurance renewals, and let them know – through bold creative that name checks competitors – that Green Flag is on a mission to raise industry standards.


The campaign illustrates the great rescue service that Green Flag’s smart network provides to thousands of customers every week for lower prices than the AA and RAC.  It spotlights how Green Flag challenges the traditional model and provides great value through a modern service that consumers can trust to rescue them when they need it, via a nationwide network of trusted partners.


The campaign, which spans social, 30” TV and out-of-home (OOH), due to launch in August, puts a spotlight on Green Flag’s differentiators to its rivals – with content that directly addresses the AA and RAC.


Created by WCRS, the campaign, which has been designed specifically for a younger audience (25-34-year-olds), will kick off with the TV spot which is due to air Thursday evening on ITV2 during Love Island. It introduces the end line “Common Sense to the Rescue”.  Alongside TV, the campaign will feature daring OOH and social creative.


Piers Newson-Smith, Head of brand and marketing planning at Direct Line Group, comments: “The breakdown industry has fallen behind the times.  If it was invented for the first time today, it would look like Green Flag.  This campaign celebrates our smarter network, which uses the sharing economy to give our customers the cover and service that they need, at much lower prices than our competitors.”


“This campaign is different to anything we’ve done before from a creative point of view. It’s very bold, but the foundations remain the same; Green Flag is a service that is incredibly agile and adaptable to customers’ breakdown recovery needs. We feel it’s just what the industry needs.”


Emma Marsland, Managing Partner at WCRS, comments: We were delighted to further our relationship with Direct Line Group with the Green Flag appointment. And more delighted still to be given the dream brief of jump-starting a great brand in a tired category. Common Sense to the Rescue utterly evokes Green Flag’s modern and straightforward approach to breakdown and it’s been a joy to be able to bring this to life across the campaign.  


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