Titolo | Direct Line 6 |
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 |