Direct Line: #DirectFix
Campaign details
Brand: Direct LineBrand owner: Direct Line GroupLead agency: Unity, MediacomContributing agencies: Saatchi & SaatchiCountry: United KingdomIndustry: InsuranceChannels used: Internet - microsites, Public relations, Social mediaMedia budget: 500k - 1 million
Executive Summary
This is the story of how UK insurer Direct Line, a brand with no social media presence to speak of, defied the financial services sector normi to become an industry leader on social media.
Following its heyday in the Eighties, when Direct Line championed a then-unique...