"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%"