Direct Line: #DirectFix

Campaign details

Brand: Direct Line
Brand owner: Direct Line Group
Lead agency: Unity, Mediacom
Contributing agencies: Saatchi & Saatchi
Country: United Kingdom
Industry: Insurance
Channels used: Internet - microsites, Public relations, Social media
Media budget: 500k - 1 million

Executive Summary

This is the story of how UK insurer Direct Line, a brand with no social media presence to speak of, defied the financial services sector normi to become an industry leader on social media.

Following its heyday in the Eighties, when Direct Line championed a then-unique 'come direct' proposition, the brand had suffered a year-on-year revenue decline. Convenient price-comparison sites now ruled the insurance market and Direct Line's brand seemed tired and irrelevant.