Direct Line axes comedy ads for service-led approach
Insurance brand Direct Line is overhauling its marketing strategy in favour of a more serious, service-focused approach.
The brand is part of the Direct Line Group, which also owns Churchill, Green Flag and Privilege.
It is ditching its comedic advertising for a creative that promotes its breadth of expertise.
The brand's previous humorous ads, featuring actors Chris Addison and Alexander Armstrong, will be replaced with a campaign that features an army of workers dressed in red, ready to help customers with their insurance claims.
The ads include the new strapline, 'Take the Direct Line'. The telephone jingle sign-off used in previous activity has also been dropped.
The campaign, called 'The Red Line', breaks tomorrow (1 September) with a 60-second TV spot during 'The X Factor' on ITV1.
TV, print and poster ads have been created by M&C Saatchi, with media buying through MediaCom and direct marketing by Geronimo.
Kerry Chilvers, marketing director at Direct Line, said: "There has been a shift in what consumers want.
"It’s no longer just about price. Customers want to know what they can expect should the worst happen. This is why demonstrating our size and expertise is fundamental to the new campaign."
Direct Line has used comedy in its advertising since rolling out animated ads in 2009, with Stephen Fry and Paul Merton providing the voices for its red telephone and mouse brand characters.
In early 2011, the brand then launched a campaign which featured 'The Thick of It' actor Chris Addison engaging in comedic conversations with prospective customers.
The group rebranded from RBS Insurance earlier this year. RBS had been compelled to sell the assets by the end of 2014 under the terms of its bail-out by the UK government in 2008.
Chief marketing officer Rick Vlemmiks left the business in July, after just five months in the role.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...