Direct Line: Direct Line sponsors Film on 4

Oliver Scargill

British insurer Direct Line ran a sponsorship campaign with broadcast partner Film on 4 to engage a younger audience and grow brand awareness and consideration.

Campaign details

Brand: Direct LineBrand owner: Direct Line GroupAgencies: MediaCom UK, Saatchi & SaatchiMarket: United KingdomIndustries: Sponsorship - media, TelevisionMedia channels: InsuranceBudget: 3 - 5 million

Executive summary

Leading UK insurer Direct Line is famous for solving problems. Typically the problems people don't like talking about. But there's one context in which people delight in things that go wrong: the movies. Knowing viewers are passionate about films – and disasters make them enjoyable – Direct Line sponsored Film on 4.

Sixty-one idents set in a Direct Line...

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