Direct Line: Red Saturday

Direct Line, an insurer, launched Red Saturday in the UK to encourage Black Friday shoppers to insure their new purchases by buying cover there and then.

Campaign details

Brand: Direct LineLead agency: MRM//McCann

Campaign Overview

UK households have on average £35,000 in contents - but a quarter have no cover.

Direct Line sought an opportunity to make contents insurance relevant and desirable, driving sales outside traditional pre-renewal comms.

Strategy

Insight proved under-insuring is as much emotional as rational.

Some folk feel they don't have much worth insuring, others lack emotional attachment to belongings.

Direct Line wanted to make them think and feel differently.

As people feel more protective over their belongings right after purchase, Black Friday and the January sales were ideal moments...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands