Why would you pay four times for something you only need once?

We were launching a new road assistance service in the Netherlands. The very first without a yearly subscription fee.

Our commercial was ‘no frills, just the beef’, so the script is the best short summary of what happens in it. The following script repeated four times in a row:

We only need road assistance once every four years.

But every year we pay a membership fee for the service.

Strange.

Why would you pay four times for a service you only need once?

That is why Centraal Beheer now introduces RoadGuard.

The first road assistance service in the Netherlands without a subscription fee.

Download the app now.

RoadGuard. Road assistance, only when you need it.