2016 winner: Green Flag, Branded Content - case study

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 Green Flag knew the challenges that come with having to engage customers.

And their challenges didn’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.

The strategy
Rather than try and compete in marketing spend, Green Flag used something that comes naturally: creativity and fun.

In 2015, they embarked upon a unique strategy that would enable us to steal share-of-voice and market share from our competitors and reinforce challenger brand values to increase brand preference and positive sentiment.

Using insight from market trends and research, they created content that would inform as well as amuse, the release/distribution of which was strategically timed to maximise media and consumer interest. Green Flag’s strategy consisted of an Easter campaign (including humorous videos playing on the top causes of breakdown), and a summer campaign (where they created entertaining and informative infographics based on our research).

The results
Not only did their strategy achieve what they were hoping for, but they smashed their objectives and above all stole market-share from the AA and RAC for the first time in Green Flag's history.

To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.

Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)