Direct Line: A Smart Strategy for a Smart Crossing

Direct Line, an insurance provider, launched the Fixers campaign in the UK to engage potential consumers throughout the year, not just at insurance renewal time.

Campaign details

Brand: Direct LineAgency: Mischief PR

The next stage in Direct Line's 'fixers' campaign is to become high performance fixers of everyday problems, engaging potential customers throughout the year and not just at insurance renewal time. One 'fix' was a Smart Crossing prototype, the first innovation in pedestrian crossings for 66 years. With less than 24 hours' access to the tech, we needed a smart strategy to credibly bring the story to life. We used data to target journalists and vloggers with the greatest relevant influence. Over 500 pieces of coverage followed, alongside support from road...

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