August 01, 2000
Article

CAMPAIGN REVIEW: Directline.com: A Testament to Consistency

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SUMMARY: No summary available
Annoying though it may have been at times (and sounding a
little too like Scrappy Doo for our liking), the cute red
phone on wheels has featured somehow in Direct Line
Insurance’s broadcast advertisements for as long as any of
us at MarketingSherpa.co.uk can remember. Even if it isn’t
seen literally hurtling to the rescue of the poor
unfortunate who has made a Bad Insurance Decision (there
nearly always IS one), it’s there to facilitate the call
that will turn out to be the Good Insurance Decision...

It’s unusual for an insurance company to be so consistent –
look how often Direct Line’s rivals change their logos, let
alone their advertising styles. Consistency has a major
benefit, though. Remember branding? Well, the cute red
phone on wheels is now so synonymous with the Direct Line
brand that they can depict their URL as an image. You
guessed it – they just put ‘.com’ in big letters next to a
picture of the phone (see travel insurance ads near
Underground escalators all over London for examples). And
you know what? Everyone we’ve spoken to knows that it
means ‘directline.com’. That’d be one big ‘yea’... in
retrospect.

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