Direct Line: The Fixer

This case study details Direct Line's 'Fixer' campaign in the UK, that leveraged the insurer's hassle-free solutions-providing image to build awareness and increase renewals.

Direct Line: The Fixer

Executive Summary

In 2013, Direct Line Group was a company in dire straits. Our 'come direct' approach had lost its pulling power and the brand was perceived as 'outdated' and 'irrelevant' by customers. As a result, we were suffering a devastating year-on-year decline in revenue. Drastic changes would need to be made if the company was to be pulled back from the brink. Our overall business objective was to reverse the revenue decline by 2016. To do this we needed to:

  • Establish and reinforce new, differentiating brand values.
  • Increase brand awareness and consideration.
  • Increase brand connection...

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