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Green Flag launches new advertising campaign

11 June 2007

Breakdown specialist Green Flag launches a new multi-million pound creative campaign today (June 11, 2007) focusing on the rapid service it offers customers.

Part of a major investment in the brand, the campaign focusses on the speed of service provided to Green Flag's five million customers when they break down and call for help. The campaign also highlights the use of recovery agents equipped with local knowledge to find stranded customers quickly and reinforces Green Flag's core breakdown offering.

The marketing communications activity includes DRTV, outdoor, radio, direct mail and online activity. One execution for TV shows a couple not speaking to each other, looking frustrated and helpless as they wait for help to arrive. At the end of the commercial they remain stranded and slowly getting on each other's nerves.

The new TV campaign runs from June 11 on terrestrial and satellite channels and leads with the message 'When you breakdown, you just want to get going again quickly. At Green Flag, that's what we do.' Voiced by actor MacKenzie Crook, who appeared in The Office and Pirates of the Caribbean, the adverts highlight competitive prices available online.

Green Flag head of brand, Paul Davies, commented: "For the majority of motorists breaking down is more of a frustration than a crisis situation. What matters to many drivers when their cars do not start is if they will be able to get to work or drop the children off at school. We want to highlight the universal truth that waiting is boring and that we offer our customers a quick response."

The Waiting, Boring campaign will run throughout 2007. The 30-second commercials have been created by SHOP and were directed by Greg Popp.

Established in 1971, Green Flag is the third largest player in the breakdown market. The Green Flag brand is part of the Royal Bank of Scotland Group and provides roadside rescue and recovery services to five million motorists across the UK.

Green Flag appointed creative communications agency SHOP in April to develop a series of executions that reinforced the brand's dedication to breakdown services.

ENDS

Media calls

For further information or images, contact Philippa Naylor or Nigel Charlesworth at Green Flag on 0113 399 1387/1427 (out of hours 07711 964 615) or email philippa.naylor@greenflag.com

About Green Flag

The roadside rescue and recovery business was founded in 1971 as National Breakdown Recovery Club and rebranded to Green Flag in 1994 to coincide with the launch of its four-year sponsorship of the England national football team. Green Flag has since sponsored the British Touring Car Championship, the Formula 3 Championship and is active in the area of road safety promotion.

Calls may be monitored and / or recorded.

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