2019 Long-term Media Strategy

The Fixers
Direct Line

Price comparison websites have disrupted many industries, including the insurance sector, transforming the way customers buy policies. This led to a decrease in acquisition volume for Direct Line - by 2013, quote and policy volumes were in decline. This prompted the brand to look at ways to improve its brand image and positioning. 

Research showed that consumers wanted a trouble-free approach to insurance and not necessarily the cheapest option, and that seven in 10 insurance complaints relate to the timescale of settling a claim or failing to keep customers informed. This led to the idea of ‘The Fixers’ - those who put things right when things go wrong and in a timely manner. The campaign featured the character of Winston Wolf, the ‘fixer’ from the movie Pulp Fiction. 

The primary channel was television, with print, radio and outdoor used when most relevant to support each message. The approach was also flexible; in 2018, the media plan was reconfigured with changes made on TV, such as re-flighting and swapping copy
to deliver scale for a refreshed value positioning.

Declines in home and motor quotes and revenue improved, brand preference increased significantly and strong results from 2014-2017 meant the insurer’s approach gained credibility.

Silver 
The Specialist Works 
How PrettyLittleThing became a PrettyBigThing - PrettyLittleThing

Established in 2012, PrettyLittleThing started off as an online accessories brand, before moving into clothing, operating in a fiercely competitive industry. Over six years, a combination of spot-level planning, testing and learning, continual optimisation and flexible buying have helped the brand become a household name. Initiatives taken include negotiating bespoke deadlines that allowed the brand to buy at a week’s notice and creating a new TV planning model. PrettyLittleThing has evolved from a trend follower, to anticipator, to trendsetter.

Bronze
MediaCom
eBay: Closing the Gap- From Commerce to Culture - eBay

To increase levels of brand consideration, eBay used long-term broadcast partnerships to raise awareness and re-establish its position as a site which reflects cultural trends. A three-year road map set out to embed eBay into British popular culture by reacting to what was trending culturally. This was done via partnerships with Bauer Radio, Capital FM and Great British Bake Off, by tailoring ads to audience interests such as fashion, home décor, DIY and gardening and by forming a print partnership with News International. Long-term cultural and contextual relevance has helped eBay punch above its weight of spend.

Finalists

Manning Gottlieb OMD: No one should have no one - Age UK
the7stars and ITV: The road to brand fame and fortune - Suzuki
Arena Media: Event TV  - Domino’s
MediaCom: Tesco Food Love Stories: A £1 billion story - Tesco

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