• Marketing Drive • Silver bullet • Dialogue • Big Green Door Joined as their first Art Director (there were 14 people in the company) • Won Puma• and Addidas!• Agencies First TVC Left as Creative Group head– 98 people then, are now 200 – biggest creative department in London Hello!
45 people: - 3 concept teams - 5 design - 7 digital
So a little larger than just a press and on-pack campaign! The Campaign
Business challenge • Support our latest product (Van insurance)• Break the ‘Broker’ model to increase acquisition and awareness of DL in the business environment Case study 2: Taking the direct approach
Take the B2B model into consumer channel: http://www.geronimo.co.uk/
Then go ‘direct’ Email DM Radio Website Banners
Result! Delivered a 37% improvement on target Cost per Acquisition – the ultimate measure of ROI March-April van quotes are up 147% year-on-year Client testimonial The integrated Van insurance campaign has been a huge success for Direct Line, and very exciting to work on. Led by the ‘Job Done’ TV creative it’s an excellent case study of the agency delivering to deadline and within budget on a challenging brief. No other company had ever attempted to make TV advertising work efficiently on such a scale for Van insurance. The beautifully simple and clear approach to the creative, plus the use of Tommy Walsh has really resonated with the target audience. As such we have over-performed against all the targets we set ourselves. For me it’s an excellent example of a ‘one team’ approach and really sets the benchmark for any future advertising we do under the commercial lines brand. Chris Bottle – Head of Marketing, Direct Line for Business
What was the thinking? B2B marketing on a B2C modelTaking a traditional approach (TV) but for a new (possibly not so traditional) audience Recogition that the key audience for this product are people first, then employers Use of suitable spoke-person to front campaign (research)…… then sweat the asset!
The business challenge • Pet owners expect more than just a ‘good deal’ when it comes to Pet Insurance – they want a caring brand • Direct Line is seen as a big, cold, faceless insurer
Provide pet owners with an additional reason to choose or stay with Direct Line and support the core proposition of ‘a good deal better’
Case study 3 – Make people love us!
• There are a huge volume of people out there looking for help and info on training and caring for their pets • We know that pet owners have a strong emotional attachment to their pooch but it’s harder than people think to have a really happy, healthy, well-trained pet So we created… Mygoodpet.com Letting pet owners know that Direct Line have joined forces with Victoria Stilwell and bringing them a selection of top tips and adviceHelping them have a happy, healthy and well-behaved dog! What did we do? What does it look like?
Providing expert advice to pet owners – we entered an emotional territory that allowed Direct Line to engage with pet owners in a manner other insurers wouldn’t be accepted. Arenas such as…
Supported with an extensive online campaign including emails, banner ads, SEO and offline with inserts and press. http://dl.creatingdesire.co.uk/mygoodpet/behaved_783x42.html http://dl.creatingdesire.co.uk/mygoodpet/quote2.html
Result! In the first year mygoodpet.com: 11,423 visits to the site 7325 of them are unique visits And 4940 subscribers • Out performed the straight Direct Line Pet emails – 3x as successful on open rates, click through and conversion Evolution to VS blog allowed more flexible format whilst keeping DL presence as caring, knowlegable insurer This is a first for insurance and provides real added value to consumers by providing a pet destination site vs. an insurance site
Background • The Leon Cupra was a highly anticipated launch - the racing car now available on the road. Appealing to male 20-40 years old petrol-heads who judge a cars performance by its specs. They love to drive and to experience the feeling of power behind the wheel. The business challenge • Build anticipation to the launch date and maximise every enquiry opportunity to talk with this media savvy audience and ‘shift metal’ Case study 4 – Talking grunt
Know your client, know your market SEAT’s are all about the drive all of the passion and engineering coming together to create driving perfection the Cupra as the top of the range should be this in spades HOWEVER SEATs are not very well known (less than 3.5% market share) – so whatever we did had to stand out from the more well known (and bigger spending) marques
Engage the fanbase… online Joining the conversations online http://www.youtube.com/watch?v=Z2EbV50r-E0 http://www.youtube.com/watch?v=-gsYcZwN29c&NR=1 Seeding ‘leaked’ footage
Art direction and tone began as a modern take on old-fashioned poetry books to bring ‘Poetry in motion’ strap line to life
Bold move away from straight car shots for the launch of SEAT’s top model – it’s a high performance car, we to echo the dichotomy of the car (grunt v’s sleekness) and convey the thrill and excitement
Interactive CD-ROM in each pack added a sense of value
And a unique code unlocked exclusive content online:‘Experience’ the car including a gallery, 360◦ tour of the car, videos, revtones and wallpapers (Giving them stuff to boast with)
A rewarding destination This is not a restrained, sophisticated car, this is in your face performance We conveyed this not only in print but as motion on the DVD, website, mobile phone and PC screen-savers
A huge success with models selling out 94% of those mailed interacted with SEAT, by visiting the microsite Emails received a 23% open rate (3-4 times industry average) Digital was a key channel for this audience, so the campaign centred on this Result!
Similarities? • Think beyond the brief – see the brief as a symptom • People first –the are no ‘consumers’ • There is no line… no on-line v’s offline We live one life encompassing all media – need bigger joined up thinking across channels to really stand out