Films on 4

Client: Direct Line Group

Agency: MediaCom UK with Direct Line Group and Film on 4

"Direct Line are famous problem solvers. Sadly, problems

people don’t like talking about. But there’s one context in

which people delight in things going wrong: the movies.

Knowing viewers’ passion for film – and the disasters that

make viewing so enjoyable - we sponsored Film on 4.

Saatchi created 61 idents, set in a Direct Line call centre,

and MediaCom worked with Channel 4 to align the idents

to carefully selected movies. By relating our superior brand

benefit (‘we solve problems in the quickest, most efficient

way’) back to the famous disasters in each fi lm, in 4 months

we increased perceptions that DL is better than other

insurance providers by 37%"