Campaign details

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


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 direct approach of email would help make comms feel less generic and personalised video was used to impart crucial information.


It was the most complex use of video Direct Line had ever attempted, and an industry first. Underpinned by a disruptive "Fixer" brand message, live-action, informative but tongue-in-cheek personalised videos delivered a uniquely branded experience to each customer's in-box. Hundreds of thousands of customers received a slightly different version via email.