Campaign details
Brand: Direct Line GroupAdvertiser: Direct Line GroupAgency: Direct Line Group; Ebiquity
Summary
Direct Line Group (DLG) had to demonstrate the business case for marketing its multiple insurance brands: Direct Line, Churchill and Privilege. The company analysed what factors drove sales at each brand, measuring the contribution of brand and acquisition activity over the short term and the long term. It used the learnings to set investment priorities across its portfolio, including more focus on brand-building TV, improving propositions and customer service. Brand preference and consideration rose across the portfolio. Total customers increased, led...