Green Flag needed to recruit all levels of technicians so it could launch new roadside operations over a period of two years. The challenge was to attract the newly qualified to start their careers with Green Flag but also tempt established professionals away from independent garages and well-established competitors such as AA and RAC. Working with Blackbridge Communications, it created a targeted integrated campaign which included niche socials and outdoor spots – capturing the attention of the audience in places where they spent time.

Based on research, Green Flag established that employees valued the balance, involvement, autonomy and time-management the company offered. From this, it developed the core message of ‘Here, it’s miles better’ and an activation strategy to match. Visuals were intriguing and witty, bringing the benefits to life. Headlines and assets tied to the core message, such as ‘A roadside role that gets you home for playtime’, morphing the mechanic’s van into an exciting carousel.

Channels such as Reddit and YouTube meant the company could target in a cost-effective way, and paid search meant it could capitalise on candidates looking at competitors. Roadside advertising at locations such as petrol stations meant the ads would be seen by existing AA and RAC technicians who held fuel cards. The campaign generated almost 3 million impressions and a high number of high-quality applications, allowing Green Flag to hit its hiring demand plan.