MONDAY 14 AUG 2017 1:58 PM


British motoring assistance company, Green Flag, has revealed a new campaign deterring customers from ‘sleepwalking’ into insurance renewals. Its arrival comes as various reports suggest the industry’s premium rates are set to rise sharply. Yet balanced with a cumulative rise in both the value of the industry and the volume of drivers on the road, the campaign’s 30 second TV spot brings ‘Common Sense to the Rescue.’

The campaign, aimed at an audience of 25 to 34-year-olds, highlights a prevalent issue for consumer-facing communications within the industry, as a growing number of policy holders continue to proceed with insurance renewals with little acknowledgement of the market’s diversity. Entitled ‘Common Sense to the Rescue,’ the campaign’s TV spot aims to differentiate Green Flag from key competitors, namely RAC and AA.

Founded in 1971 as the National Breakdown Recovery Club, the provider had frequently ranked behind top competitors. Yet its 1999 buyout by Direct Line Group saw Green Flag – the new name adopted five years earlier – become a budding alternative to the traditional offering. With a business model that promotes efficiency and a customer base of approximately 4m, as well as the body of partnerships provided through Direct Line Group’s network, Green Flag’s mission to ‘raise industry standards,’ is swiftly taking root.

Piers Newson-Smith, head of brand and marketing at Direct Line Group, says, “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 competitors.”

In collaboration with London-based marketing and advertising agency, WCRS, the video takes a sharp, satirical approach to breakdown cover, listing service benefits through eccentric and quirky visuals. The campaign also features social and out of home advertising, with an emphasis on Green Flag’s modern offering.

Emma Marsland, managing partner at WCRS, says, “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.”