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: Direct Line Insurance; Client: Direct Line; Product Category: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, general,health); Agency: Mortimer Whittaker O'Sullivan; Mediacom; Author: Dom Boyd, Nigel Robinson; Prize Winners: Silver (Adworks ref: Advertising Works 13)