Direct Line: We solve problems

IPA Effectiveness Awards Case Study 2016


This paper outlines how a new brand idea can be a driving force behind an organisation’s creative execution, proposition development, and operational improvement. Faced with share losses to price comparison websites and competitor brands, Direct Line adopted ‘hassle free insurance that just works “as guaranteed” as a principle to organise its way of working and win back consumer trust and business. In addition to changing its offers, customer service and website, Direct Line deployed Winston Wolf - Harvey Keitel’s fixer character from ‘Pulp Fiction’ - in its advertising as an archetypical solver of problems with efficiency and courtesy. This case demonstrates that the advertising campaign increased volumes of both car and home insurance quotes, and staunched the decline in the insurer’s policies. The overall campaign net profit return was estimated at £1.22 for every £1 invested.

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“In recent years we had been cutting inefficient spend correctly. Arguably we had gone too far, leading to decisions being made through a short term lens only. ‘Fixer’ heralded a new way of working for Direct Line and a revitalised view of the role brand has to play and ultimately the value it can deliver for us as a business.”

Ann Constantine, Head of Insight and Effectiveness
Direct Line Group

Winners 2016

Gold Winner

Title

Direct Line: We solve problems

Brand

Direct Line

Client

Direct Line Group

Agency

Direct Line Group

Principal Authors

  • Carl Bratton - Direct Line Group
  • Ann Constantine - Direct Line Group
  • Nic Pietersma - Ebiquity

Contributing Authors

  • Adrian Brook - MediaCom
  • Wez Eathorne - Hall & Partners
  • Richard Huntington - Saatchi & Saatchi

Credited Companies

  • Direct Line Group - Creative Agency
  • Bonamy Finch - Research
  • Closer to Brands - Research
  • Flamingo - Research
  • SkyIQ - Research
  • Truth - Research

With a challenging scale of task, Direct Line manage to reposition itself as a brand and I think the long term impact with be massive. Ed Aspel, Cancer Research UK

Shortlist 2018

Gold Winner

Title

Direct Line: We solve problems

Brand

Direct Line

Client

Direct Line Group

Agency

Direct Line Group

Principal Authors

  • Carl Bratton - Direct Line Group
  • Ann Constantine - Direct Line Group
  • Nic Pietersma - Ebiquity

Contributing Authors

  • Adrian Brook - MediaCom
  • Wez Eathorne - Hall & Partners
  • Richard Huntington - Saatchi & Saatchi

Credited Companies

  • Direct Line Group - Creative Agency
  • Bonamy Finch - Research
  • Closer to Brands - Research
  • Flamingo - Research
  • SkyIQ - Research
  • Truth - Research

With a challenging scale of task, Direct Line manage to reposition itself as a brand and I think the long term impact with be massive. Ed Aspel, Cancer Research UK

Direct Line: We solve problems

IPA Effectiveness Awards Case Study 2016


This paper outlines how a new brand idea can be a driving force behind an organisation’s creative execution, proposition development, and operational improvement. Faced with share losses to price comparison websites and competitor brands, Direct Line adopted ‘hassle free insurance that just works “as guaranteed” as a principle to organise its way of working and win back consumer trust and business. In addition to changing its offers, customer service and website, Direct Line deployed Winston Wolf - Harvey Keitel’s fixer character from ‘Pulp Fiction’ - in its advertising as an archetypical solver of problems with efficiency and courtesy. This case demonstrates that the advertising campaign increased volumes of both car and home insurance quotes, and staunched the decline in the insurer’s policies. The overall campaign net profit return was estimated at £1.22 for every £1 invested.

Click to purchase this case study >