Green Flag introduces new brand character in BRTV and DRTV campaign

20 September 2010


Green Flag, the rapid breakdown cover provider, this week launches its new advertising campaign featuring a new animated ant character, voiced by comedian Harry Hill.

As the third largest breakdown provider in Great Britain, the challenger brand has appointed CHI & Partners to increase consumer awareness and consideration of Green Flag with a BRTV, DRTV, print and below the line marketing campaign.

The 40 second and 30 second TV spot sees 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 campaign features the strap-line ‘we may not be the biggest, but by jingo we’re determined to be the best!’

The campaign marks a departure for the brand from the use of motoring imagery in both above and below the line activity. The adoption of a brand character sees Green Flag following in the footsteps of its other RBS Insurance stable brands Direct Line and Churchill.

Peter Deane, head of marketing for Green Flag, commented: “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.”

Warren Moore, founding Creative Partner at CHI comments: “Green Flag may not be the biggest in the sector but they‘re certainly working hard to be the best. We’ve created an ant army to bring this message to life and persuade the nation’s motorists to ‘Go Green Flag!”

Campaign facts:
Advertising agency: CHI & Partners
Media buying agency: Mediacom
Production Company: Studio AKA
Director: Steve Small
Creative Directors: Jimmy Hunter and Steve Deput

The TV spots air from Sunday 19th September 2010.

ENDS

Notes to Editors

For more information please contact:
Vicky Perry
Green Flag Press Office
Tel: 020 8313 5741
Email: Vicky.perry@rbs.co.uk


Green Flag
With nearly 40 years experience, Green Flag provides customers with rapid breakdown cover 24 hours a day, 365 days a year. Customers have access to a national network of thousands of independent recovery agents in the UK and mainland Europe.

Green Flag is part of RBS Insurance, the second largest general insurer in the UK and is wholly owned by the Royal Bank of Scotland Group. Customers can find out more about Green Flag products or get a quote by calling 0845 246 1557, connecting via the Green Flag Rescue Me Application, or visiting greenflag.com

Green Flag Motoring Assistance breakdown cover is underwritten by Direct Line Insurance plc which is authorised and regulated by the Financial Services Authority. Registered office: 3 Edridge Road, Croydon, Surrey, CR9 1AG. Registered in England No. 1810801. FSA registered No. 202684. The Financial Services Authority's Register can be accessed through www.fsa.gov.uk