Direct Line Insurance: How a red 'phone grew a super product into a superbrand - IPA Effectiveness Awards Case Study 2004

Brief Description: Direct Line has grown from a low cost motor insurer into a superbrand with nine separate businesses and £355m profit, thanks to its famous 'Red Phone' Advertising. By creating a disproportionately high level of customer demand and loyalty, it has generated economies of scale creating the highest margins in the entire UK insurance industry. This has created a minimum additional profit of £1 billion since 1990 - every £1 spent delivers over £4 profit ;---(TAGS)--- Full Title: How a red phone grew a super product into a superbrand ; Number: 2004/19 ; Brand Name: Direct Line Insurance ; Client: Direct Line ; IPA_ProductCoding: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, health etc.) ; Agency: Mortimer Whitaker O'Sullivan Advertising ; Mediacom ; Author: Dom Boyd, Nigel Robinson ;