Green Flag, the RBS Insurance-owned roadside recovery brand, is launching a press and direct response TV advertising campaign. The campaign has been inspired by car maintenance manuals.
The ad, which breaks today (January 19), features diagrams and line drawings in the style of car maintenance manuals, and aims to reflect the technical expertise of Green Flag breakdown recovery staff.
Mediacom Create, the in-house advertising resource of WPP-owned media agency Mediacom, has created the campaign, it is its first for Green Flag. Previously, the brand’s advertising was handled by Shop, which closed in May last year. Mediacom also handles media planning and buying.
Green Flag marketing director Mike Tildesley says the campaign aims to give the brand a “modern face focused on low prices and outstanding service” amid a market featuring a number of traditional brands.
The campaign uses press and direct response TV, supported by direct mail and online activity throughout the year.