| Title | Steering Wheel |
| Agency | MRM Worldwide, London |
| Campaign | Steering Wheel |
| Advertiser | The Royal Bank of Scotland |
| Brand | Green Flag |
| Posted | August 2006 |
| Business Sector | Insurance |
| Story | Campaign to generate quotes for breakdown cover |
| Philosophy | An arresting, involving and effective steering wheel piece a witty demonstration of the core proposition and of Green Flags sharp but friendly brand, which really uses the medium. |
| Problem | Brief: To create a new Door Drop to beat control, with a low Cost per Quote the key factor. Generate large volumes of breakdown cover quotes either through the call centre of the website. Insight: In todays households, car sharing is very common. But most people dont realise that the AA and RAC only cover named drivers. Bring Green Flags unique vehicle-based cover to life with a high impact door drop and we can score some major points. |
| Result | Response rates were up by 14% and CPQ down by 12% - making this the most successful Green Flag door drop of 2005 Winner of the 2005 DMA Best Door Drop Award (Silver). The Door Drop is part of a truly integrated campaign for Green Flag, consisting of DRTV, radio ads and sponsorship, outdoor media, direct mail and online. We have worked with Green Flag for the past 3 years and have repeatedly delivered excellent results. |
| Media Type | Direct Marketing |
| Market | United Kingdom |
| Creative Director | Damien Parsonage |
| Creative Director | David O. Russell |
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