Direct Line - Dodge the drama
Dodge the drama won the Gold DMA Breakthrough award in 2019. Problem: Build awareness and excitement around Direct Line pet insurance and ensure owners consider the brand. Having a pet can be a fuss, but pet owners are often the ones causing the drama. We leaned into this simple truth and showed that owners can minimise the theatrics with Direct Line.
We created a pop up theatre for our direct mail.
Social: Appeal for pet owners most dramatic pet stories. The funniest receive their very own pet portrait. This would provide us with user generated content to poromote Direct Line's pet insurance policies.
Pop up theatres at pet shows up and down the UK can give us an opportunity to pitch our insurance policy to a high number of guaranteed owners.
