The campaign steps away from using the motoring imagery of Green Flag’s previous campaigns. The TV ad features the ant rally his army of ant workers, representing Green Flag’s national network of breakdown technicians, to be the best breakdown providers in the country. The strap-line “we may not be the biggest, but by jingo we’re the best.”
The integrated campaign has been devised by CHI & Partners to increase consumer awareness and consideration of Green Flag and takes television, print and direct marketing activity. Media is being handled by Mediacom.
Green Flag is owned by RBS Insurance and the adoption if a brand character sees the company following in the footsteps of other RBS Insurance stable brands Direct Line and Churchill.
Peter Deane, head of marketing for Green Flag, says: “Our national network of breakdown technicians is our core strength against our competitors, and the new ant creative communicates not only the number of breakdown technicians we have across the country but also the strong work ethic of our team of technicians who always go the extra mile for our customers.”
There has been speculation that Royal Bank of Scotland is reviewing its options for its insurance brands, including a possible sell off.
RBS, which is 83% backed by the taxpayer, has to offload the car and home insurance operation by the end of 2012 under European Union rules on accepting government aid.