In addition, a series of “How To…” videos featuring Winston Wolf and his associate Billy, solving tricky problems for use in social media have also been produced to entertain and inform. When something goes wrong, we know that our customers want to know we'll be ready to fix their problems with the minimum amount of hassle."ĭeveloped by Saatchi & Saatchi London, the TV ads are part of a wider integrated campaign that repositions the insurer’s customers firmly at the heart of its business and incorporates a series of TV ads, cinema ads, YouTube pre-roll videos, print, social and digital display. Kerry Chilvers, Brand Director, Direct Line comments: “Fixing things for our customers and using new processes which help speed up claims, is where we know we can really make a difference. The adverts also throw down the gauntlet to other insurers by challenging consumers to question their insurance policy, with the tag line simply stating, “Can your insurance do that?” Opening with the line “I’m Winston Wolf, I fix problems”, the 40 second TV spot features the iconic character fixing Britain's insurance dilemmas using Direct Line's new propositions. The TV adverts showcases Direct Line's new proposition, "We’re on it", which focuses on fixing its customers’ problems, faster and more efficiently. The campaign's first TV advert will debut on Saturday 30th August on ITV's X Factor. Direct Line has launched a brand overhaul with Harvey Keitel as the character Winston Wolf, from cult classic Pulp Fiction, courtesy of Miramax.
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