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 MediaCom | Authors: 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...
