A CHI & Partners created TV campaign introducing the strapline “Green Flag: No matter what” will break next week (7 January). The spot attempts to dramatise the personal impact breakdowns have on people’s lives by presenting the story of a man experiencing car trouble as a breaking news story.
It will be backed by print and digital activity.
James Cooper, head of marketing at the Direct Line Group owned brand, says the campaign is an attempt to capture the brand’s “commitment to deliver service excellence in the breakdown market”.
He adds: “We have listened to consumer feedback a lot and understand that what really matters is keeping people’s lives on track and keeping them safe, no matter what.”
Green Flag follows DLG brands Direct Line and Churchill in repositioning. The company is trying to create distinct propositions for its brands to increase their value to potential investors. A quarter of shares in the company were sold in October with more to follow.
Green Flag was last on TV in September 2010 with an ad featuring an animated ant character and strapline ““we may not be the biggest, but by jingo we’re the best.”