Direct Line: We're On It

Direct Line, an insurance company, improved brand metrics with its We're On It campaign that compared the brand to superheroes.

Executive Summary

This paper is the story of how we successfully retired Winston Wolfe, Direct Line's highly successful creative platform, which had rescued our business from jeopardy, driving 5 consecutive years of growth, after 5 years of decline, in favour of a new long-term platform 'We're On It'.

The story of how we understood the limitations of Winston Wolfe in addressing future challenges and driving future growth, and how we went about removing these limitations, whilst retaining everything that was working well, in order to unleash the full potential of our brand.

A story where we shifted our focus from...

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Insights Team
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