Direct Line Group: They went short. We went long

Direct Line Group (DLG), a British insurance company, measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.

Campaign details

Brand: Direct Line Group Advertiser: Direct Line Group Agency: 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 acqui