CAMPAIGN-I: Private Surf

Nik Finan, the creative director of Proxicom UK, reviews Direct Line’s

Nik Finan, the creative director of Proxicom UK, reviews Direct


At first glance, the fact that this site is owned by Direct Line is not

immediately obvious, and unless you’re from the East End and know your

cockney slang you might not immediately realise that Jamjar means


The design is strong and bold, with refreshing images of fruit, and

slick copy for each of the sections. Consumers are offered reassurance

of the site’s pedigree on the first page with the branding of the Direct

Line phone.

The buying process is supported by the option to phone a representative,

something I feel most users would do at this point. I still don’t feel

that trust in online buying is there yet for the level of investment

required to purchase a new car.

One of the options of the car buying section is for imports - this could

be given more prominence. Under your personalised glove box section,

there is a log book. Here you can enter the expiry dates for such things

as your MOT, tax and insurance, allowing you to specify how far in

advance you would like to be reminded.

This is probably a very useful tool - if your memory is anything like

mine on these issues.

There are some parts of the site that bug me. On the first page, the

middle of the three main links takes you straight out to another Direct

Line site when it first appears to be another section of

Also, some of the reviews and magazine articles seem a little out of

date and the loan calculator didn’t appear to work properly.

Housekeeping issues, I know, but they jar (no pun intended) against an

otherwise well-constructed, useful site.

Owner DirectLine

Site positioning Helps people find new and used cars online and arranges

automotive financing and insurance

Launched July 2000

Developed by Quidnunc.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,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