How would life really feel if every little thing simply… labored? That is the query on the coronary heart of Direct Line’s new model platform, That is How It is Performed – a daring, humorous, and refreshingly easy marketing campaign developed by inventive company VCCP.
Celebrating its fortieth yr, the long-lasting insurance coverage model is having a little bit of a glow-up, repositioning itself because the go-to for fast, hassle-free service, with out the same old eye-roll-inducing jargon or faff. It is the primary main marketing campaign from VCCP since profitable the account late final yr, and it goals to cement Direct Line again the place it belongs: entrance and centre because the class chief.
The marketing campaign centres round two playful hero movies, ‘Potty’ and ‘Promotion’, which reimagine life’s on a regular basis moments with the identical ease and pace you’d (allegedly) expertise making an insurance coverage declare with Direct Line.
In Potty, a small enterprise proprietor imagines what life can be like if potty coaching labored as seamlessly as his insurance coverage declare – cue a smug toddler, a flush, and a surprisingly satisfying “morning”.
In the meantime, in Promotion, Sasha is thrilled to have her damaged TV swiftly changed, which naturally results in a daydream about promotions arriving simply as simply. Assume assistants, workplace upgrades, and a speaking pony asserting appointments. As a result of why not?
The marketing campaign sees the return of Direct Line’s iconic pink cellphone (keep in mind that?), reimagined for a brand new period and rolling out throughout TV, radio, digital, OOH and social — all supported by a hefty media push from Carat, with content material manufacturing by way of Woman&Bear and Bernadette.
With a launch that hoped to succeed in almost 33 million folks throughout its opening weekend, and the marketing campaign working for six months nationwide, this can be a severe assertion of intent. And with humour and ease at its core, it looks like a assured return to type. “We have all the time been about making life simpler for patrons,” says Tony Miller from Direct Line. “This marketing campaign will get straight to the purpose. Quick, easy, nice service. That is the way it’s achieved.”
Bridget Limbrey from VCCP, provides: “Direct Line is likely one of the UK’s most trusted manufacturers, and we needed to deliver that legacy into the now, with out shedding its soul. This work has coronary heart, readability, and chunk.”
Potty skilled? Promoted? If solely life actually was that straightforward. But when your insurer can pull it off… properly, that is one thing.
