Direct Line Insurance: Direct Marketing & Brand Building is Possible - IPA Effectiveness Awards Case Study 1992

Brief Description: 1989 switch to TV advertising pushed the company into the top ten motor insurers. Strategy focused on telephone quotations. Millward Brown tracking study showed a dramatic lift in enquiries after the TV campaign while direct mail and press showed no change. ;---(TAGS)--- Full Title: Direct Line insurance : direct response & brand building is possible ; Number: 1992/608 ; Brand Name: Direct Line Insurance ; Client: Direct Line Insurance ; IPA_ProductCoding: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, health etc.) ; Agency: Hoare Wilkins ; Author: Andrew Ingram ;