Direct Line: Personalised Videos

Direct Line, an insurance company, educated UK consumers on the importance of taking out insurance by launching a personalised video campaign that sent unique versions of its video ad to each customer.

Campaign details

Only a quarter of us read insurance policy documents, so engagement was key to empower customers in their hour of need.

Strategy

After an academic study found insurance policies are too complex for 80% of the UK population to understand, Direct Line discovered "no cover" was a primary reason for rejecting many home insurance claims. Customers needed to engage with their policies, so the insurer wanted to help them feel more informed and empowered.

The goal was to educate and engage, using an impactful campaign that would make customers act on an otherwise "dull" subject. The personal and...

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