Direct Line kicks off campaign for street light safety drones prototype

Direct Line has created a prototype fleet of flying torch drones to help people feel safer in darkly-lit areas at night in a new brand activation campaign.

As part of its "fixer" brand messaging, the insurer created the drones idea to solve the issue of darkness affecting communities across the UK as part of a series of experiments to improve the everyday lives of people.

Saatchi & Saatchi created the "Fleet lights" campaign, which promotes the service whereby people can order a drone using their phone to light the path for their journey home, or for use as part of a search and rescue team.

Direct Line worked with Mission Planner tech expert Michael Oborne to create the Fleet Control technology, which use GPS to locate the user’s position from their smartphone via a bespoke app.

Mark Campion at Saatchi & Saatchi was the creative behind the campaign's launch ad, which is running online only. Ross Cairns directed the two-minute spot through Inside Job, while MediaCom is handling the media. 

Mark Evans, marketing director at Direct Line Group, said: "Increasingly, technology will shift the centre of gravity for insurance from restitution towards prevention. We want to lead the trend into this space and so we are always looking at innovative ways to proactively improve everyday life through emerging technologies.

"We felt that street lights could be much better, especially as the nights draw in. This beta technology has been created to show how a responsive light service could help people to feel safer."

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