Over many years Direct Line’s market position had been eroded due to three key factors:
1, Insurance is a deeply distrusted industry
2, Declining trust works in favour of the PCW’s
3, The Direct Line brand is not significantly differentiated and does not stand out
To counteract the decline, DLG developed the now iconic Fixer campaign. After multiple IPA awards and a complete reversal of the brands fortunes they wanted to understand if the campaign we wearing out.
We conducted our unique AdVantage creative development study on the latest ad in the campaign.
We were able to show the direct impact that exposure to the campaign was having on the brand and wider category.
Alongside this we were able to offer campaign development guidance, such as:
1.How to make a metaphor central to the messaging clearer
2.Using out skipability question the time in seconds available to land the brand and messaging
3.That the campaign continues to elevate the brand and drive brand distinction.