Campaign details
Brand: Direct LineLead agency: MRM//McCann
Campaign Overview
UK households have on average £35,000 in contents - but a quarter have no cover.
Direct Line sought an opportunity to make contents insurance relevant and desirable, driving sales outside traditional pre-renewal comms.
Strategy
Insight proved under-insuring is as much emotional as rational.
Some folk feel they don't have much worth insuring, others lack emotional attachment to belongings.
Direct Line wanted to make them think and feel differently.
As people feel more protective over their belongings right after purchase, Black Friday and the January sales were ideal moments...