Direct Line: They went short we went long.

Challenge

A highly competitive market, the insurance sector faces severe budget restriction with DLG's competitors responding by cutting brand advertising and shifting into short-term acquisition marketing. DLG questioned whether the industry's preferred short-term approach was the most effective solution.

Insight

DLG's research indicated that a small nudge from brand preference can have a disproportionately large effect.

Idea

DLG decided that investing in mass reach, above the line, brand-building media lines was the best decision for it's brand.

Implementation

DLG wanted looked further into their three brands and uncovered what happens when completely turn ff the tap and stop brand investment showing a significant drop in figures. Therefore they needed to continue investment in advertising to keep the brand front of mind. This led to a partnership with ITV from 2016 until now whereby DLG have hosted a steady stream of ads across our family of channels and breadth of shows.

DLG doubled down on TV Led marketing as a result keeping TV at heart of media plan.

Results

This partnership has been successful because DLG played the long game - committing to a long-term strategic plan of action with ITV leading to their best brand awareness score yet.

As a result of brand advertisement , two of DLG's brands are in the top three insurance brands in the market - and outcome that argues could only have been achieved with a long-termist approach to brand measurement, management and investment. 

 

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