|Title||Direct Line 4|
|Agency||Mortimer Whittaker O'Sullivan Advertising|
|Campaign||How a red phone grew a super product into a superbrand - Direct Line|
|Advertiser||The Royal Bank of Scotland|
|Result||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.|
|Planning Director||Dom Boyd|
|Advertising Manager||Jim Wallace|
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