Direct Line - How a Red Phone grew a super product into a superbrand

In 1995, Direct Line decided to reposition itself from an ‘economy’ to ‘service’ insurance brand. Maintaining, its signature Red Telephone, and catchy jingle, Direct Line used an ever-evolving series of campaigns to communicate warm and relatable messages.
Agency: Mortimer Whittaker O'Sullivan and MediaComAuthors: Nigel Robinson and Dom Boyd

Direct Line

How a Red Phone grew a super product into a superbrand

INTRODUCTION

An extraordinary story

This is a story about a remarkable transformation, against...