Campaign details

Brand: Direct Line
Lead agency: MRM//McCann

Campaign Overview

UK households have on average £35,000 in contents - but a quarter have no cover.

Direct Line sought an opportunity to make contents insurance relevant and desirable, driving sales outside traditional pre-renewal comms.


Insight proved under-insuring is as much emotional as rational.

Some folk feel they don't have much worth insuring, others lack emotional attachment to belongings.

Direct Line wanted to make them think and feel differently.

As people feel more protective over their belongings right after purchase, Black Friday and the January sales were ideal moments to leverage that emotional connection.

The insurer set out tohijackthese cultural triggers by standing out from rivals' email clutter.


Red Saturday, an event to complement rather than compete with Black Friday, formed an instant connection with the Direct Line brand.