| Title | Direct Line 1 |
| 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 |
| Brand | Direct Line |
| Posted | May 2005 |
| 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 | Logotype |
| Market | United Kingdom |
| Planning Director | Dom Boyd |
| Advertising Manager | Jim Wallace |
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