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

Nigel Robinson, Mortimer Whittaker O'Sullivan and Dom Boyd

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 significant odds. It is about how a company ...

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