Titulo | Base in your face |
Agência | Mortimer Whittaker O'Sullivan Advertising |
Campanha | How a red phone grew a super product into a superbrand - Direct Line |
Anunciante | The Royal Bank of Scotland |
Marca | Direct Line |
Posted | Dezembro 2003 |
Produto | Home Insurance |
Sector Empresarial | Seguros |
Legenda | We deliver a replacement right to your door. |
Resultado | 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 de Mídia | Televisão |
Comprimento | |
Mercado | Reino Unido |
Planning Director | Dom Boyd |
Director de publicidade | Jim Wallace |