| Titolo | Direct Line 4 |
| Agenzia | Mortimer Whittaker O'Sullivan Advertising |
| Campagna | How a red phone grew a super product into a superbrand - Direct Line |
| Cliente | The Royal Bank of Scotland |
| Marca | Direct Line |
| Posted | Agosto 2004 |
| Prodotto | Motor Insurance |
| Settore | Assicurazioni |
| Risultato | Direct Line has grown from a low cost motor insurer into a superbrand with nine separate businesses and £355m profit, thanks to its famous Red Phone Advertising. By creating a disproportionately high level of customer demand and loyalty, it has generated economies of scale creating the highest margins in the entire UK insurance industry. This has created a minimum additional profit of £1 billion since 1990 every £1 spent delivers over £4 profit. |
| Tipo di Media | Televisione |
| Lunghezza | |
| Market | Regno Unito |
| Planning Director | Dom Boyd |
| Advertising Manager | Jim Wallace |
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