Direct Line turns to augmented reality for 'Emergency plumber' campaign

The insurance brand is targeting commuters at King's Cross with its "Emergency plumber" campaign.

The brand has collaborated with AR advertising specialist 3RockAR to create an immersive leaking-bathroom scene that shows commuters the damage water can have on a home. 

Direct Line is promoting its "Emergency plumber" campaign through the screen. The insurer's brand activation manager, Rachael Lynch, said that finding innovative ways to speak to customers is "at the top of our list".

The activation is running all day.