Direct Line changes direction in shift away from low-price claim

The insurance company Direct Line is distancing itself from the price-led advertising it pioneered, with new advertising promoting itself as the answer to a wide range of everyday insurance problems.

The young couple and two elderly women, who made their debuts in the company's umbrella campaign launched last year, remain in the new campaign, which is set to debut on national TV.

Mortimer Whittaker O'Sullivan created the pair of 30-second commercials, which will spearhead Direct Line's campaign supported by a £15 million budget for the year. The change of tactic is cited as a significant reason for a 36 per cent rise in pre-tax profits reported by the company last week.

The new advertising builds on Direct Line's efforts to extend its famous red telephone icon beyond its original motor insurance associations. The move is seen as a recognition that price alone is no longer a competitive advantage in the sector.

MediaCom is buying media for the campaign, which extends the company's strategy of relying on a heavy TV presence to check quickly if its advertising is raising awareness and driving sales.

In one ad, promoting Direct Line's claims advisors, an old lady tantalises another with talk of a mysterious man called Jeremy. He turns out to be a Direct Line staffer who has come to help with a claim.

The ads were written by Daniel Fagg and Matt Fee and art directed by Emilie Moore and Tim Snape. They were directed by Ed Sayers through Godman.

Tim Mortimer, the agency's managing director, said: "People are genuinely fascinated by the relationships they see portrayed in ad campaigns."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).