Green Flag: Harnessing branded content

This case study details the UK breakdown cover challenger, Green Flag's campaign to engage customers by stealing share of voice from the two dominant providers through relevant branded content.

Green Flag: Harnessing branded content

Executive summary

The breakdown cover market is dominated by two giants: the AA and the RAC. They are well established, have deep pockets and ubiquitous fleets. So at Green Flag, we know better than most the challenges that come with having to engage customers.

And our challenges don't end there: the rare occasion when people consider breakdown assistance is during the peak holiday seasons (Easter and Summer), when the entire leisure and tourism industry is vying for voice, making cut through and engagement seem like mission impossible.

Rather than try and compete in marketing spend,...

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