Direct Line sponsored Film on 4, Channel 4’s movie segment, for which we were tasked to develop a set of idents. The idents would run in the ad breaks of famous movies. The objective was to cement Direct Line’s reputation as the ultimate problem solvers.

Unless your house is on fire, or you want to bore your friends to death, you probably don’t like to think or talk about insurance brands. This includes Direct Line, the UK’s leading insurer. But one thing we all love to talk about is movies. And after all, anything can happen in the movies. Accidents, car crashes, floods, explosions and everything in between. So we thought, could we use movies to get the UK talking about Direct Line? Could we make insurance, dare we say it, fun?

The idents ran during movie ad breaks, timed to correspond to a moment that happened in the movie. The campaign ran for 6 months, with more than 60 idents referencing 40 different movies.

After only 4 months running, the campaign performance is outstanding, beating all the brand targets. In a very low interest category where brand metrics are incredibly hard to shift, perceptions that Direct Line is better than other insurance providers increased from 19 to 26%. The work has also helped to cement Direct Line’s reputation as the insurance company that can fix any problem, even problems created in Hollywood.