Direct Line was getting lost in the noise amongst countless insurance brands and price comparison sites that all traded on being cheapest.
Re-position the brand as the ultimate insurance performance product fronted by the ultimate fixer, Pulp Fiction’s Winston Wolf: ‘Gotta Problem? Direct Line will fix it’
What We Made
To reinforce the performance product message in a fun way and drive brand awarenss and affinity, we created four pre-roll ads that targeted some of the most popular ‘How To’ Search queries on YouTube.
People trying to solve everyday problems and searching for videos like ‘How to clean a red wine stain’ or ‘Iron a shirt’, were surprised with targeted pre-roll ads where Winston Wolf and his ‘associate’, Billy, directly answered their search queries Pulp Fiction style!
We worked on the creative development of the concept and directed the 4 Pre-Roll spots.
The 30-second videos gained 1.7 million views with a completion rate of 15 per cent – well above industry standards. The digital campaign featured as a “best-in-class’ success story and a standout piece of digital work by YouTube Works.
What we did: Concept, Creative Development, Pre-Production, Shoot, Post-Production, Directing Video.
Agency: Saatchi & Saatchi.