The year of the fix for direct line

Direct Line, the insurance company, used a series of funny and high profile ‘fixes’ to drive a social media and PR campaign which raised important brand metrics.

Campaign details

Advertiser: Direct LineBrand: Direct LineAgency: UnityCountry: United Kingdom

BACKGROUND AND BRIEF

Since 2015, Unity has been bringing Direct Line's brand proposition to life through its integrated #directfix campaign, establishing the insurer as an efficient fixer of problems.

The phenomenal success of Unity's 2015 activity meant the expectation for 2016 was high. The client wanted #directfix to be even bigger and better.

Our brief was to:

  • Make the #directfix activity famous by establishing Direct Line as 'fixers' on a national scale (with fewer, bigger fixes)
  • In order to drive brand connection, preference...

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