Portfolio project

Direct Line Tone of Voice transformation.

Direct Line wanted to bring their direct ads in line with the Harvey Keitel Winston Wolf campaign. But there was a problem. We couldn’t show Harvey’s image or use his character’s name.

This turned out to be a great opportunity. Bringing the Wolf’s world to life with tone of voice and art direction alone freed me to create a simple, compelling, entertaining insurance DM.

I also wanted to see how much the world has moved on since classic DM techniques like Johnson boxes, trial closes, multi-page letters and PPSes tested their way to ubiquity. And it turns out that today’s consumer will quite happily buy without them. In fact, in a head to head test against Direct Line’s (rather old-school) control, short and sweet won the day by a convincing margin.

<OUTER ENVELOPE FRONT>
CAR INSURANCE FROM £176.
10% of our customers paid this or less between 7th October 2016 and 7th April 2017. Excludes add-ons.

<OUTER ENVELOPE REAR>
DON’T WANNA END UP DUMPED ON THE HARD SHOULDER?

<LETTER FRONT>
DOES YOUR CAR INSURANCE COME WITHA GETAWAY DRIVER?

You’re Dave. Drive a 2003 BMW 3 Series, right? Word is you’re looking to renew your cover.

OK, here’s what’s going to happen.
You get on to Direct Line. They’ll give you a quote. Plus something that will blow you away.

Say your car takes a hit and you can’t drive it. They’ll make sure you get treated real nice.

That means you’ll get picked up and taken for a little ride. To one destination anywhere in the UK. On the house.

It’s one sweet deal you won’t find anywhere else. And that’s not the half of it.

Turn over and let Direct Line give you chapter and verse on their comprehensive cover.

 

<LETTER BACK>
CAR INSURANCE FROM £176.
Of course, everyone’s different. We all live in different places, drive different cars and have different driving histories. But 10% of our customers paid this price or less between 7th October and 7th April 2017. And just so you know, this price doesn’t include any optional extras

THE COVER
Excludes customer-delayed and windscreen claims. Small hatchback as standard. 7 days excludes public holidays. Applicable when using approved repairers, once logged onto a garage system. Excludes Inverness and remote areas of Scotland, write offs and windscreen claims.

THE CHOICE
<COVER SUMMARY & COMPETITOR COMPARISON TABLES>

GET A QUOTE directline.com  0345 246 8794

<OFFER TERMS FLYER FRONT>

WE DON’T BURY THINGS WHERE YOU’LL NEVER FIND THEM.

<OFFER TERMS FLYER BACK>

HERE’S THE DEAL.
OK, let’s get this straight. If you take a free ride with us, you’ve got to play by the rules. Onward Travel only comes with comprehensive cover.
It means if you can’t drive your car after an accident, you get a taxi to take you, your passengers, their luggage and even your pet poodle to one UK destination or back home. Your taxi will be booked by Green Flag, who’ll come
 to recover your vehicle. And it’s a strictly take it or leave it kinda deal.

So sorry, you can’t have a different kind
 of transportation. And no, you can’t have cash instead of the ride. Does that work for you?

<CROSS SELL FLYER FRONT>
YOU’VE GOT A NICE PLACE. WANNA KEEP IT THAT WAY?

<CROSS SELL FLYER BACK>

SAVE 10% ON HOME INSURANCE WHEN YOU’RE PART OF THE FAMILY

Take out home insurance as well as car cover and things get even better. You automatically get 10% off for your first year, so it costs you less to keep your place the way you want. Just two things you got to know. If you’re in line for more savings on top of the 10%, we’ll take them off one by one rather than adding them together first. And there’s also a minimum price for our cover.

<BUILDINGS INSURANCE FEATURES TABLE>

GET A QUOTE directline.com  0345 246 8794

 

PRO

Jonathan Bradley

Jonathan Bradley Ltd

Contact

London
SE20

07957183814

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