Direct Line faced an insurance category completely disrupted by price comparison websites (PCWs). PCW’s significant investment in advertising had transformed how customers bought insurance, leading to decreased acquisition volume for Direct Line. However, Direct Line sought not an immediate transformation in commercial performance, but a sustained, long-term one. Rather than directly chasing volume, Direct Line bravely focused on improving brand image and positioning. We shifted investment into brand-building media lines – i.e. the opposite approach to the rest of the insurance category. The result? We improved brand preference by 50% (making Direct Line the preferred brand in both Home and Motor insurance) and halted five years of consecutive decline.