Dom Boyd
London, United Kingdom
TitleDirect Line 7
Agency
Campaign How a red phone grew a super product into a superbrand - Direct Line
Advertiser The Royal Bank of Scotland
Brand Direct Line
PostedAugust 2004
Product Motor Insurance
Business Sector Insurance
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.
Media Type Television
Length
Market United Kingdom
Planning Director
Advertising Manager

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